Role of the Brand in the Out-of-Home Market

ISBN-13: 9786204301105 / Angielski / Miękka / 124 str.

Doriane Dauphin-Robert

Opis

Thanks to my professional experience, I have noticed that the context of diffusion of a brand positioned in the out-of-home market is "B2B2C" and not "B2C" as in the consumer market. Given this reality and the value-oriented strategy of the company analysed, I chose to demonstrate how a brand could add value to the out-of-home market. I therefore chose to develop my research on product innovation and digital communication, two areas that can address the issues of brand strategy. This book will be of interest to students working in marketing, to help them apply two of the "4Ps" of the marketing mix, "Product" and "Promotion". This research could also be intended for any public seeking to audit the current situation of a company, by comparing it with theoretical elements (works by known authors, research articles or from magazines, concepts transmitted by university professors or professionals), resulting from bibliographic research, in order to propose concrete solutions responding to the challenges of an economic structure.

O autorze

Dauphin-Robert, DorianeDoriane DAUPHIN-ROBERT, former student of the IAE Lyon 3, graduated from a Master 2 in Strategic and Operational Marketing as a CHD Marketing Assistant. She started her career as a Project Manager at Gira Foodservice, a consultancy firm specialising in market research in the out-of-home sector.