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Celebrity Marketing by Lehu, Jean-Marc

Celebrity Marketing

by Jean-Marc Lehu
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₹14,159.00
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₹14,159.00
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Book cover type: Paperback
  • ISBN13: 9786208963910
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Editions Universitaires Europeennes
  • Publisher Imprint: Editions Universitaires Europeennes
  • Publication Date:
  • Pages: 696
  • Original Price: GBP 126.93
  • Language: French
  • Edition: N/A
  • Item Weight: 917 grams
  • BISAC Subject(s): Marketing / General

Le celebrity marketing regroupe toutes les actions marketing ou de communication qui utilisent les services d'une c�l�brit� au profit d'une marque, d'un produit, d'un service ou d'une id�e. La technique n'est pas r�cente puisque, d�s la fin du XIXe si�cle, nombre de marques courtisaient d�j� les com�diens du th��tre et les acteurs d'un cin�ma naissant, pour diverses prestations commerciales. Si le celebrity marketing est en plein essor aujourd'hui, c'est pour deux raisons majeures. D'une part, les marques per�oivent l'atout concurrentiel r�el de s'associer avec une c�l�brit�, dans un univers concurrentiel croissant. D'autre part, les c�l�brit�s se sont diversifi�es et permettent d�sormais des actions marketing plus performantes, en mati�re de ciblage notamment. Mais comment choisir la bonne star ? Comment utiliser notori�t� et image de la c�l�brit� la plus idoine ? Comment n�gocier un contrat gagnant-gagnant, avec le bon porte-parole potentiel pour la marque ? Apr�s avoir retrac� les origines historiques de la star, ce livre d�taille les strat�gies possibles en mati�re de celebrity marketing, ainsi que les modes d'emploi efficients pour atteindre l'objectif marketing assign�.

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