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Marketing  :  One-to-one marketing

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Experience: the new heart of value creation

N° 275, April 2017

Based on L’expérience : le nouveau moteur de l’entreprise, by Christophe Rebours and Inès Pauly (Diateino, October 2016); “Why the Millions We Spend on Employee Engagement Buy Us So Little” by Jacob Morgan (Harvard Business Review, March 2017); “How Satya Nadella is making Microsoft cool again, and taking on Apple and Amazon” by Paul Smith (Financial Review, November 2016)

The “experience”: a new driving force for your company

N° 275, April 2017

Based on L’expérience : le nouveau moteur de l’entreprise, by Christophe Rebours and Inès Pauly (Diateino, October 2016).

The Experience, or How Microsoft Got Back in the Race

N° 275, April 2017

Based on “How Satya Nadella is making Microsoft cool again, and taking on Apple and Amazon” by Paul Smith (Financial Review, November 2016); “How Microsoft CEO Satya Nadella did what Steve Ballmer and Bill Gates couldn’t” by Matt Weinberger (Business Insider, January 2016) ; “Satya Nadella, l’homme qui réenchante Microsoft” by Romain Guegneau (Les Echos, February 2012) ; “Microsoft’s New CEO Nadella Says Secret To Success Is ‘Renew’ Or Die” by Connie Guglielmo (Forbes, April 2014).

Improve your customer service by creating an outstanding employee experience

N° 275, April 2017

Based on L’expérience, le nouveau moteur de l’entreprise by Christophe Rebours and Inès Pauly (Diateino, December 2016) and “Why the Millions We Spend on Employee Engagement Buy Us So Little” by Jacob Morgan (Harvard Business Review, March 2017).

Creating an exceptional customer experience

N° 267, June 2016

Based on, inter alia “The Value of Customer Experience Quantified”, Webinar of Peter Kriss , (hbr.org, 2015), “Retail’s Future: Where Customer Experience and Employee Engagement Converge”, Eric Feinberg , (Foresee, 2015), “Une entreprise plus efficace grâce à l’expérience employé”, Bertrand Duperrin (www.duperrin.com, 2015) and an interview with Abubakr Safashatri, Marketing & Communication Manager EAU, Marriott International, Dubaï.

blockchain revolution: disintermediation at work!

N° 267, June 2016

Based on Blockchain Revolution: How the Technology Behind Bitcoin Is Changing Money, Business, and the World by Don and Alex Tapscott (Portfolio, May 2016) ; « How Blockchain Technology Could Change The World » by Bernad Marr (Forbes, May 2016)

Customers: a sustainable competitive advantage

N° 247, June 2014

Based on, among others, Tilt: Shifting Your Strategy from Products to Customers by Niraj Dawar (Harvard Business Review Press, November 2013) and the case studies on Nike, Danone, Best Buy and Toyota.

How to win customer trust

N° 231, November 2012

Based on Extreme Trust: Honesty as a Competitive Advantage by Don Peppers and Martha Rogers (Portfolio, April 2012), La confiance numérique by Daniel Kaplan and Renaud Francou (FYP Editions, April 2012) and “Amazon.com’s three digital engines” by Stéphane Distinguin (faberNovel, 2011).

Gamification: Should work be like play?

N° 223, February 2012

Based on “Le management saisi par les jeux” by Kevin Werbach, Rajat Paharia and Daniel Debow, December 2011 (www.paristechreview.com), “Gamification is here to stay” by Gabe Zichermann, April 2011 (www.theatlantic.com) and other sources.

Ethical Buying: How to Educate Consumers

N° 216, May 2011

Ethical purchases are far less common than most surveys predict. What is behind this gap between intentions and reality? How can consumers' ethical values and their purchasing behaviors be reconciled? Based on “Values versus Value” by Timothy Devinney, Pat Auger and Giana M. Eckhardt (Strategy+Business, Spring 2011) and “Understand the Postrecession Consumer” de Paul Flatters and Michael Willmott (Harvard Business Review, Summer 2009).

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