Essec\Faculty\Model\Profile {#2216
#_id: "B00000155"
#_source: array:40 [
"bid" => "B00000155"
"academId" => "2032"
"slug" => "desmet-pierre"
"fullName" => "Pierre DESMET"
"lastName" => "DESMET"
"firstName" => "Pierre"
"title" => array:2 [
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]
"email" => "pierre.desmet@essec.edu"
"status" => "ACTIF"
"campus" => "Campus de Cergy"
"departments" => []
"phone" => "+33 (0)1 34 43 30 81"
"sites" => []
"facNumber" => "2032"
"externalCvUrl" => "https://faculty.essec.edu/en/cv/desmet-pierre/pdf"
"googleScholarUrl" => "https://scholar.google.com/citations?user=b7inSjkAAAAJ"
"facOrcId" => "https://orcid.org/0000-0002-1633-9450"
"career" => array:2 [
0 => Essec\Faculty\Model\CareerItem {#2233
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"en" => "ESSEC Business School"
]
"country" => array:2 [
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"en" => "France"
]
]
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}
1 => Essec\Faculty\Model\CareerItem {#2234
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]
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]
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}
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0 => Essec\Faculty\Model\Diplome {#2218
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#_source: array:6 [
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]
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]
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}
1 => Essec\Faculty\Model\Diplome {#2220
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#_id: null
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2 => Essec\Faculty\Model\Diplome {#2217
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]
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]
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}
3 => Essec\Faculty\Model\Diplome {#2221
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#_source: array:6 [
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]
]
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}
4 => Essec\Faculty\Model\Diplome {#2215
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#_id: null
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"en" => "Université Paris 1 Panthéon-Sorbonne"
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]
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}
5 => Essec\Faculty\Model\Diplome {#2219
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#_id: null
#_source: array:6 [
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]
]
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]
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"site" => array:2 [
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"en" => "Marketing Models - Marketing and Data Analytics - Consumer Behavior"
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0 => Essec\Faculty\Model\Distinction {#2235
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"date" => "2015-12-01"
"label" => array:2 [
"fr" => "Pierre Desmet a reçu deux Best Paper Awards à la conférence : Innovation and Growth Strategies in Marketing Conference (ANZMAC 2015) pour ses articles : « Does Loyalty Influence a Store's Price-Image? » et « Motivations for Participation and E-WOM Among Supporters of Crowdfunding Campaigns »."
"en" => "Best Paper Award, Innovation and Growth Strategies in Marketing Conference (ANZMAC 2015) for the articles "Does Loyalty Influence a Store's Price-Image?" and "Motivations for Participation and E-WOM Among Supporters of Crowdfunding Campaigns"."
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}
1 => Essec\Faculty\Model\Distinction {#2236
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#_source: array:6 [
"date" => "2015-12-01"
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"fr" => "Best Paper Awards, Innovation and Growth Strategies in Marketing Conference (ANZMAC 2015) pour les articles : « Does Loyalty Influence a Store's Price-Image? » et « Motivations for Participation and E-WOM Among Supporters of Crowdfunding Campaigns »"
"en" => "Best Paper Awards, Innovation and Growth Strategies in Marketing Conference (ANZMAC 2015) for the articles « Does Loyalty Influence a Store's Price-Image? » and « Motivations for Participation and E-WOM Among Supporters of Crowdfunding Campaigns »."
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2 => Essec\Faculty\Model\Distinction {#2237
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]
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}
3 => Essec\Faculty\Model\Distinction {#2238
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]
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4 => Essec\Faculty\Model\Distinction {#2239
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]
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}
5 => Essec\Faculty\Model\Distinction {#2240
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6 => Essec\Faculty\Model\Distinction {#2241
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7 => Essec\Faculty\Model\Distinction {#2242
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8 => Essec\Faculty\Model\Distinction {#2243
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0 => Essec\Faculty\Model\ExtraActivity {#2222
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1 => Essec\Faculty\Model\ExtraActivity {#2223
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2 => Essec\Faculty\Model\ExtraActivity {#2224
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3 => Essec\Faculty\Model\ExtraActivity {#2225
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9 => Essec\Faculty\Model\ExtraActivity {#2231
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10 => Essec\Faculty\Model\ExtraActivity {#2232
#_index: null
#_id: null
#_source: array:9 [
"startDate" => "2011-01-01"
"endDate" => "2020-12-31"
"year" => "2011"
"uuid" => "103"
"type" => array:2 [
"fr" => "Activités de recherche"
"en" => "Research activities"
]
"subType" => array:2 [
"fr" => "Membre d'un comité de lecture"
"en" => "Editorial Board Membership"
]
"label" => array:2 [
"fr" => "Membre du comité de lecture - Recherche et Applications en Marketing"
"en" => "Editorial board membership - Recherche et Applications en Marketing"
]
"institution" => array:2 [
"fr" => null
"en" => null
]
"country" => array:2 [
"fr" => null
"en" => null
]
]
+lang: "en"
+"parent": Essec\Faculty\Model\Profile {#2216}
}
]
"theses" => []
"indexedAt" => "2024-12-21T15:21:24.000Z"
"contributions" => array:127 [
0 => Essec\Faculty\Model\Contribution {#2245
#_index: "academ_contributions"
#_id: "2245"
#_source: array:18 [
"id" => "2245"
"slug" => "politiques-de-prix-sur-internet"
"yearMonth" => "2000-08"
"year" => "2000"
"title" => "Politiques de prix sur Internet"
"description" => "DESMET, P. (2000). Politiques de prix sur Internet. <i>Revue Française du Marketing</i>, pp. 49-68."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-07-13 14:30:47"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "49-68"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "La transparence offerte par Internet sur les conditions tarifaires conduit souvent à anticiper une concurrence plus forte entre des offres plus facilement comparables et, donc, une compression des marges et une baisse des prix. Cet article a pour but d'explorer en quoi ces craintes sont justifiées, mais aussi de montrer que la politique de prix sera différemment influencée en fonction des caractéristiques du marché. Selon la combinaison d'une offre différenciée ou non et d'une demande segmentée ou non, d'autres politiques de prix (vente aux enchères, Yield management, prix à la demande) peuvent être utilisées qui, dans certains cas, permettront même au vendeur d'accroître son pouvoir de marché sur l'acheteur."
"en" => "Internet offers real openness on pricing policy increasing the buyer's market power. Higher competition should result from an easier comparison of the offers with, as a consequence, price decrease and lower margins. This article explores the validity of such an assumption and studies major determinants as market characteristics. Depending on two factors, differentiation and segmentation degrees, other pricing policies as auctions sales, yield management or pricing on demand, can be used and they can reverse the initial proposition and lead to a higher market power for the seller on the buyer."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
1 => Essec\Faculty\Model\Contribution {#2247
#_index: "academ_contributions"
#_id: "2249"
#_source: array:18 [
"id" => "2249"
"slug" => "portee-et-limites-de-lutilisation-du-modele-logit-pour-letude-des-comportements-dachat"
"yearMonth" => "1993-01"
"year" => "1993"
"title" => "Portée et limites de l'utilisation du modèle Logit pour l'étude des comportements d'achat"
"description" => "DESMET, P. (1993). Portée et limites de l'utilisation du modèle Logit pour l'étude des comportements d'achat. <i>Recherche et Applications en Marketing</i>, pp. 65-78."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 17:55:06"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "65-78"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Pour étudier le comportement des consommateurs face à une promotion, le modèle Logit multinational est souvent utilisé. L'objectif de cet article est double : d'une part évaluer l'intérêt pratique de ce modèle en général en l'appliquant sur une base de données scanner française, et d'autre part de mettre en évidence les conséquences pratiques des choix techniques nécessaires à l'estimation des paramètres."
"en" => "In studying consumer reaction to promotion Logit models are often used, with heterogeneity integrated through a loyalty variable. The objective of this article is twofold : firstly to evaluate general practical interest of logit model with an application to a French scanner dataset and, secondly to emphasize the consequences of technical choices required to estimate parameters."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
2 => Essec\Faculty\Model\Contribution {#2249
#_index: "academ_contributions"
#_id: "2255"
#_source: array:18 [
"id" => "2255"
"slug" => "pour-un-media-planning-promotionnel"
"yearMonth" => "1994-09"
"year" => "1994"
"title" => "Pour un média-planning promotionnel"
"description" => "BERNARDET, J.P. et DESMET, P. (1994). Pour un média-planning promotionnel. <i>Décisions Marketing</i>, pp. 7-14."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "BERNARDET J.P."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 17:55:06"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "7-14"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Avant d'induire un comportement, la promotion est d'abord une action de communication. Elle utilise de nombreux vecteurs qui vont des mass-médias à la multitude des vecteurs du hors-média. Cet article traite des critères à appliquer pour une approche plus rationnelle du média-planning promotionnel et propose une démarche pour identifier les vecteurs originaux les plus adaptés aux objectifs de communication."
"en" => "Sales promotion operations are usually analysed in the scope of the techniques being used, and their mechanical effects on the target behaviour. But any promotion is always communication, prior to acting out. More and more promotional campaigns are based on heavy mass-media communication : this raises the question of the optimization of media planning applied to campaigns where instead of brand awareness and image, the priority becomes consumer or buyer behaviour. The classical criteria, as target coverage, frequency distribution, cost per thousand and gross rating point are to be taken into account in a quite different way. Furthermore, new criteria as quickness in building target coverage or buying act proximity should be applied. All these classical and new criteria should be very usefully extended to all the "secondary medias" as packaging, P.O.S. material, demonstrators, cash out, mail in offers, etc."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
3 => Essec\Faculty\Model\Contribution {#2246
#_index: "academ_contributions"
#_id: "6753"
#_source: array:18 [
"id" => "6753"
"slug" => "normative-segmentation-and-customer-classes-in-fund-raising"
"yearMonth" => "1991-11"
"year" => "1991"
"title" => "Normative Segmentation and Customer Classes in Fund Raising"
"description" => "DESMET, P. (1991). Normative Segmentation and Customer Classes in Fund Raising."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Communications dans une conférence"
"en" => "Presentations at an Academic or Professional conference"
]
"support_type" => array:2 [
"fr" => null
"en" => null
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
4 => Essec\Faculty\Model\Contribution {#2250
#_index: "academ_contributions"
#_id: "2302"
#_source: array:18 [
"id" => "2302"
"slug" => "promotion-des-ventes-tendances-et-interactivite"
"yearMonth" => "1995-05"
"year" => "1995"
"title" => "Promotion des ventes : tendances et interactivité"
"description" => "DESMET, P. et BERNARDET, J.P. (1995). Promotion des ventes : tendances et interactivité. <i>Décisions Marketing</i>, pp. 79-84."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "BERNARDET J.P."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 17:55:06"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "79-84"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Cet article a pour but de permettre la compréhension et l'anticipation des tendances quant à la combinaison des techniques et des medias pour communiquer et gérer des opérations promotionnelles de plus en plus sophistiquées. Un cadre général d'analyse qui met en évidence les différents échanges nécessaires à la réalisation de l'opération, est proposé et sert de support pour analyser les tendances observées et les innovations récentes dans le montage des opérations."
"en" => "This article presents a general framework to analyze the structure of promotional actions, the main trends and the potentialities of new instruments and tools, and interactivity in particular."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
5 => Essec\Faculty\Model\Contribution {#2244
#_index: "academ_contributions"
#_id: "2303"
#_source: array:18 [
"id" => "2303"
"slug" => "promotion-des-ventes-et-capital-marque"
"yearMonth" => "2003-01"
"year" => "2003"
"title" => "Promotion des ventes et capital marque"
"description" => "DESMET, P. (2003). Promotion des ventes et capital marque. <i>Revue Française de Gestion</i>, pp. 175-185."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 17:55:06"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "175-185"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Assimilée à une réduction de prix, la promotion des ventes a souvent été vue comme une technique réduisant le capital marque. Une vue élargie de cette question est proposée avec la présentation des effets qui peuvent accroître l'importance accordée au prix et donc réduire la rentabilité des investissements publicitaires. Mais la promotion des ventes est aussi un moyen de communication original, plus impliquant, qui peut contribuer à l'image de marque et dont les effets sont mesurables."
"en" => "Often reduced to a price reduction, sales promotion is very often presented as a commercial technique with damaging effect on brand value. We propose a broader view of this question and first explain why sales promotion can increase price elasticity and so reduce profitbility associated with advertising expenses. Then we show that sales promotion is part of an integrated communication approach and by its uniqueness and its involving power can contribute to the brand image in a very accountable way."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
6 => Essec\Faculty\Model\Contribution {#2248
#_index: "academ_contributions"
#_id: "2395"
#_source: array:18 [
"id" => "2395"
"slug" => "refund-depth-effects-on-the-impact-of-price-beating-guarantees"
"yearMonth" => "2012-05"
"year" => "2012"
"title" => "Refund Depth Effects on the Impact of Price-Beating Guarantees"
"description" => "DESMET, P., LE NAGARD, E. et ESPOSITO VINZI, V. (2012). Refund Depth Effects on the Impact of Price-Beating Guarantees. <i>Journal of Business Research</i>, 65(5), pp. 603-608."
"authors" => array:3 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
2 => array:3 [
"name" => "ESPOSITO VINZI Vincenzo"
"bid" => "B00067049"
"slug" => "esposito-vinzi-vincenzo"
]
]
"ouvrage" => ""
"keywords" => array:5 [
0 => "Price-matching guarantees"
1 => "Price image"
2 => "Retailing"
3 => "Price-beating guarantees"
4 => "Retail pricing"
]
"updatedAt" => "2021-02-02 16:16:18"
"publicationUrl" => "https://doi.org/10.1016/j.jbusres.2011.02.034"
"publicationInfo" => array:3 [
"pages" => "603-608"
"volume" => "65"
"number" => "5"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Refund depth may influence the effectiveness of a price guarantee when a store offers to reimburse customers more than the price difference. Using an experimental study that features real stores with high credibility, this article shows that a simple price-matching guarantee has no effect on either the perceived value of an offer or intentions to visit the store. Low and high penalty levels have smaller effects than intermediate penalties, but the believability of price guarantee offers that contain a penalty remain constant; this finding may reflect a general distrust of additional penalties."
"en" => "Refund depth may influence the effectiveness of a price guarantee when a store offers to reimburse customers more than the price difference. Using an experimental study that features real stores with high credibility, this article shows that a simple price-matching guarantee has no effect on either the perceived value of an offer or intentions to visit the store. Low and high penalty levels have smaller effects than intermediate penalties, but the believability of price guarantee offers that contain a penalty remain constant; this finding may reflect a general distrust of additional penalties."
]
"authors_fields" => array:2 [
"fr" => "Systèmes d'Information, Data Analytics et Opérations"
"en" => "Information Systems, Data Analytics and Operations"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
7 => Essec\Faculty\Model\Contribution {#2251
#_index: "academ_contributions"
#_id: "2406"
#_source: array:18 [
"id" => "2406"
"slug" => "relative-performance-of-the-statistical-learning-network-an-application-of-the-price-quality-relationship-in-the-automobile"
"yearMonth" => "2000-01"
"year" => "2000"
"title" => "Relative Performance of the Statistical Learning Network: An Application of the Price-quality Relationship in the Automobile"
"description" => "DESMET, P. (2000). Relative Performance of the Statistical Learning Network: An Application of the Price-quality Relationship in the Automobile. <i>European Journal of Economic and Social Systems</i>, pp. 69-79."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 17:55:06"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "69-79"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Pour résoudre les problèmes de topologie posés par les approches connexionnistes, une nouvelle approche a été proposée par la combinaison des règles de l'induction et de l'estimation statistique des coefficients des neurones de chaque couche. Cette recherche compare les résultats obtenus avec ces réseaux statistiques à apprentissage (NSL) avec ceux de méthodes traditionnelles, telles que la régression, et ceux de réseaux de neurones utilisant la méthode du gradient. Les méthodes sont mises en œuvre pour la détermination de la relation prix-qualité d'un produit complexe, l'automobile, selon la démarche des prix hédoniques. Cette application conduit à un jugement très réservé sur la supériorité de la performance de NSL tant par rapport à la statistique classique que par rapport aux réseaux de neurones."
"en" => "The design and topology of a neural network is still an important and difficult task. To solve the problems of topology posed by the introduction of connexionism, new approaches are proposed, and specially a combination of induction rules with a statistical estimation of the neuron coefficients for each layer. This research aims of comparing an algorithm of this SLN approach with traditional methods (regression and classical BP neural networks) using the gradient method. Methods are put into application to determine the price-quality relationship of a complex product, the automobile, according to the hedonic price model. This application on the price-quality relationship for the English automobile market leads to the conclusion that the claimed superiority of this approach is unsubstantiated since, compared to BP Neural network and even linear regression, the performance of the GMDH method is inferior."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
8 => Essec\Faculty\Model\Contribution {#2252
#_index: "academ_contributions"
#_id: "2537"
#_source: array:18 [
"id" => "2537"
"slug" => "strategies-for-a-european-catalog"
"yearMonth" => "1994-06"
"year" => "1994"
"title" => "Strategies for a European Catalog"
"description" => "DESMET, P. et XARDEL, D. (1994). Strategies for a European Catalog. <i>Journal of Interactive Marketing</i>, pp. 62-73."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "XARDEL D."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 17:55:06"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "62-73"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "L'intégration économique et juridique européenne et la convergence des besoins des entreprises mais aussi des consommateurs laissent à penser que l'Europe constitue un marché unique. Or, pour des raisons économiques, de nombreux facteurs technologiques orientent les entreprises vers la mise au point d'un catalogue unique. Les conditions sont donc réunies pour que l'on observe une approche globale du marché Européen par un catalogue unique. L'analyse des stratégies de firmes dans le secteur des biens de consommation ou dans celui de la vente aux entreprises montre que cela n'est pas toujours le cas et que d'autres facteurs, notamment la position de producteur ou les conflits avec les canaux de vente, peuvent expliquer les choix."
"en" => "The economic and legal integration of Europe and the convergence of needs for Business-to-Business markets as well as for consumer goods suggest that Europe is a common market. Furthermore, for economic reasons, technological factors promote a single catalog for European markets. Conditions are met for a pan-European catalog. However, analyses of 6 companies' strategies leads to the conclusion that it is not always the case and that other factors, such as the activities of producers versus distributors or channel confrontation can explain the choices."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
9 => Essec\Faculty\Model\Contribution {#2253
#_index: "academ_contributions"
#_id: "7276"
#_source: array:18 [
"id" => "7276"
"slug" => "the-catalog-merchandising-and-life-cycles-of-books"
"yearMonth" => "1994-10"
"year" => "1994"
"title" => "The Catalog Merchandising and Life Cycles of Books"
"description" => "DESMET, P. et XARDEL, D. (1994). The Catalog Merchandising and Life Cycles of Books."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "XARDEL D."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Communications dans une conférence"
"en" => "Presentations at an Academic or Professional conference"
]
"support_type" => array:2 [
"fr" => null
"en" => null
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
10 => Essec\Faculty\Model\Contribution {#2254
#_index: "academ_contributions"
#_id: "2673"
#_source: array:18 [
"id" => "2673"
"slug" => "the-impact-of-mail-order-on-subsequent-donations-an-experiment"
"yearMonth" => "1998-08"
"year" => "1998"
"title" => "The Impact of Mail Order on Subsequent Donations: An Experiment"
"description" => "DESMET, P. (1998). The Impact of Mail Order on Subsequent Donations: An Experiment. <i>Financial Accountability and Management</i>, pp. 203-214."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 17:55:06"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "203-214"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Pour une association caritative, l’exploitation de sa base de données clients par une activité de vente par catalogue offre une opportunité de rentabiliser celle-ci et de développer sa collecte. Cette diversification des canaux utilisés pour toucher le donateur doit cependant être effectuée avec beaucoup de prudence car il semble y avoir une incompatibilité entre la motivation altruiste du don et le caractère commercial d’un achat sur catalogue. Cette recherche étudie le comportement ultérieur de don pour des donateurs ayant ou non reçu un catalogue. L’expérimentation, menée avec une association caritative française, confirme l’existence d’un effet négatif, assez réduit cependant et montre la résistance des donateurs à l’achat sur un catalogue proposé par l’association."
"en" => "To charitable organizations, catalogue mail order firms offer an opportunity to expand both database and revenue. But an offer must be made very carefully since motivation for a donation (altruistic) seems incompatible with that of a purchase (economic). This research is designed to study the impact of sending a catalogue offer to actual donors on their subsequent donation behavior. An experimental study with a French charitable institution shows that while mail order sales do indeed erode traditional public canvassing campaigns, this erosion nonetheless remains limited. It also reveals that traditional donors seem to be reluctant to use this commercial approach."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
11 => Essec\Faculty\Model\Contribution {#2255
#_index: "academ_contributions"
#_id: "2834"
#_source: array:18 [
"id" => "2834"
"slug" => "valeur-et-sincerite-percues-dune-promotion-multi-mecanismes"
"yearMonth" => "2006-01"
"year" => "2006"
"title" => "Valeur et sincérité perçues d'une promotion multi-mécanismes"
"description" => "PECHPEYROU (DE), P., PARGUEL, B., MIMOUNI, A. et DESMET, P. (2006). Valeur et sincérité perçues d'une promotion multi-mécanismes. <i>Recherche et Applications en Marketing</i>, pp. 25-39."
"authors" => array:4 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:2 [
"name" => "PECHPEYROU"
"bid" => "DE"
]
2 => array:1 [
"name" => "PARGUEL B."
]
3 => array:1 [
"name" => "MIMOUNI A."
]
]
"ouvrage" => ""
"keywords" => array:9 [
0 => "Communication"
1 => "Experimentation"
2 => "Expérimentation"
3 => "Marketing"
4 => "Promotion des ventes"
5 => "Promotion multi-mécanismes"
6 => "Sincérité perçue"
7 => "Théorie des prospects"
8 => "Valeur perçue"
]
"updatedAt" => "2020-12-17 17:55:06"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "25-39"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Une promotion multi-mécanismes associe dans la même communication plusieurs mécanismes promotionnels mis en place par le distributeur ou l'industriel. D'après la théorie des prospects, la multiplication des mécanismes devrait être créatrice de valeur pour le consommateur. Une expérimentation inter-sujets portant sur 210 adultes et proposant un ou plusieurs mécanismes monétaires pour une valeur constante de l'offre, montre que la promotion mono-mécanisme est préférée. De plus les résultats mettent en avant l'importance de la sincérité perçue dans la valeur perçue d'une offre promotionnelle."
"en" => "A multi-mechanism sales promotion includes in the same communication several promotion techniques offered either by the retailer or the producer. Framing theory suggests that increasing the number of techniques could increase the perceived value for consumers. A between-subjects experimentation on 210 consumers proposing several offers with the same monetary value indicates that mono-mechanism offers are preferred. Furthermore, results clearly underline the importance of trustworthiness in the valuation process."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
12 => Essec\Faculty\Model\Contribution {#2256
#_index: "academ_contributions"
#_id: "2923"
#_source: array:18 [
"id" => "2923"
"slug" => "actes-du-2eme-colloque-doctoral-afm"
"yearMonth" => "2002-06"
"year" => "2002"
"title" => "Actes du 2ème Colloque Doctoral AFM"
"description" => "AURIER, P. et DESMET, P. (2002). <i>Actes du 2ème Colloque Doctoral AFM</i>. ESSEC Business School, 231 pages."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "AURIER P."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-09-06 14:06:32"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Livres"
"en" => "Books"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Les actes présentent les documents de recherche présentés lors du second colloque doctoral de l'Association Française du Marketing. Les thèmes abordés sont variés et couvrent des dimensions méthodologiques, comme les artefacts de la demande, ou stratégiques comme l'impact d'Internet sur l'image de vente ou la gestion de la force de vente."
"en" => "The proceedings content the research papers presented during the second doctoral colloquium of the French Marketing Association. A broad spectrum of subjects has been covered going from methodological questions as demand artefacts to strategic ones as Internet impact on brand image or sales force management."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
13 => Essec\Faculty\Model\Contribution {#2257
#_index: "academ_contributions"
#_id: "7833"
#_source: array:18 [
"id" => "7833"
"slug" => "optimiser-ses-prix"
"yearMonth" => "2003-09"
"year" => "2003"
"title" => "Optimiser ses prix"
"description" => "DESMET, P. (2003). Optimiser ses prix. Manageris, France."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-07-13 14:31:13"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "3-10"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Compte-rendus d'ouvrage"
"en" => "Book reviews"
]
"support_type" => array:2 [
"fr" => "Presse"
"en" => "Press"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
14 => Essec\Faculty\Model\Contribution {#2258
#_index: "academ_contributions"
#_id: "8020"
#_source: array:18 [
"id" => "8020"
"slug" => "estimation-de-la-relation-surface-vente-pour-la-vente-par-catalogue"
"yearMonth" => "1990-03"
"year" => "1990"
"title" => "Estimation de la relation surface-vente pour la vente par catalogue"
"description" => "DESMET, P. (1990). <i>Estimation de la relation surface-vente pour la vente par catalogue</i>. ESSEC Business School."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 21:00:33"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Documents de travail"
"en" => "Working Papers"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
15 => Essec\Faculty\Model\Contribution {#2259
#_index: "academ_contributions"
#_id: "8351"
#_source: array:18 [
"id" => "8351"
"slug" => "promo-impact-un-modele-de-mesure-des-effets-promotionnels-sur-donnees-scanner-au-niveau-du-point-de-vente"
"yearMonth" => "1990-01"
"year" => "1990"
"title" => "Promo-impact : un modèle de mesure des effets promotionnels sur données scanner au niveau du point de vente"
"description" => "DESMET, P. et LE ROY, I. (1990). <i>Promo-impact : un modèle de mesure des effets promotionnels sur données scanner au niveau du point de vente</i>. ESSEC Business School."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "LE ROY I."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 21:00:33"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Documents de travail"
"en" => "Working Papers"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
16 => Essec\Faculty\Model\Contribution {#2260
#_index: "academ_contributions"
#_id: "3101"
#_source: array:18 [
"id" => "3101"
"slug" => "la-promotion-des-ventes-du-13-a-la-douzaine-a-la-fidelisation"
"yearMonth" => "2002-01"
"year" => "2002"
"title" => "La promotion des ventes. Du 13 à la douzaine à la fidélisation"
"description" => "DESMET, P. (2002). <i>La promotion des ventes. Du 13 à la douzaine à la fidélisation</i>. Dunod, 381 pages."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-09-06 14:06:32"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Livres"
"en" => "Books"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "La promotion des ventes prend une importance croissante dans le budget de communication. L'ouvrage présente les différentes techniques ainsi que les concepts fondamentaux permettant de guider les choix : comportement du consommateur, analyse économique et approche statistique des résultats."
"en" => "Sales promotion is playing an increasing role in the communication mix. The book presents a set of techniques and fundamental concepts to guide choice: consumer behaviour, economic analysis and statistical measurement of the effects."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
17 => Essec\Faculty\Model\Contribution {#2261
#_index: "academ_contributions"
#_id: "3116"
#_source: array:18 [
"id" => "3116"
"slug" => "le-cd-rom-porte-du-multimedia-pour-le-marketing"
"yearMonth" => "1997-01"
"year" => "1997"
"title" => "Le CD-ROM - Porte du multimédia pour le marketing"
"description" => "DESMET, P. et ZEYL, A. (1997). <i>Le CD-ROM - Porte du multimédia pour le marketing</i>. Economica, 112 pages."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "ZEYL A."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-09-06 14:06:32"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Livres"
"en" => "Books"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Dans le cadre d'une intégration du Multimédia dans le marketing d'une entreprise, le CD-ROM constitue une première étape avant ou simultanément à l'offre "On-line" en réseau. Il permet à l'entreprise d'étudier, à moindre risque et avec une meilleure maîtrise, les opportunités et les contraintes du multimédia en marketing tant sur le plan des produits que sur celui des médias. Il est à la fois produit et vecteur de communication."
"en" => "For a firm, creating a CD-ROM is a first step to integrating Multimedia in its marketing strategy, before or along with an "On-line" offer on the Web. The CD-ROM is an opportunity to study the challenges and pitfalls associated with Multimedia in marketing, at a low risk and with a high degree of control. It is simultaneously a product and a medium which can dramatically change the way in which firms are implementing marketing."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
18 => Essec\Faculty\Model\Contribution {#2262
#_index: "academ_contributions"
#_id: "8505"
#_source: array:18 [
"id" => "8505"
"slug" => "utilisation-des-processus-markoviens-pour-lelaboration-du-plan-daction-commerciale-en-marketing-direct"
"yearMonth" => "1991-02"
"year" => "1991"
"title" => "Utilisation des processus markoviens pour l'élaboration du plan d'action commerciale en marketing direct"
"description" => "DESMET, P. (1991). <i>Utilisation des processus markoviens pour l'élaboration du plan d'action commerciale en marketing direct</i>. ESSEC Business School."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 18:37:46"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Documents de travail"
"en" => "Working Papers"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
19 => Essec\Faculty\Model\Contribution {#2263
#_index: "academ_contributions"
#_id: "3150"
#_source: array:18 [
"id" => "3150"
"slug" => "le-prix-de-lanalyse-conceptuelle-aux-methodes-de-fixation"
"yearMonth" => "1997-01"
"year" => "1997"
"title" => "Le prix - de l'analyse conceptuelle aux méthodes de fixation"
"description" => "DESMET, P. et ZOLLINGER, M. (1997). <i>Le prix - de l'analyse conceptuelle aux méthodes de fixation</i>. Economica, 244 pages."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "ZOLLINGER M."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-09-06 14:06:32"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Livres"
"en" => "Books"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Dans une première partie, le concept de prix est abordé du point de vue du consommateur, avec l'étude de son impact sur le processus d'achat par l'information et par la perception. Dans une seconde partie, différentes situations managériales de fixation de prix sont traitées comme le cadre statique, dynamique, international."
"en" => "In a first part, price is analyzed from the consumer point of view with an emphasis on the relationship between price and consumer behavior. In a second part, managerial price decisions are discussed in specific contexts, such as a static decision, a dynamic decision or an international price policy."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
20 => Essec\Faculty\Model\Contribution {#2264
#_index: "academ_contributions"
#_id: "8556"
#_source: array:18 [
"id" => "8556"
"slug" => "actes-du-4eme-colloque-doctoral-afm"
"yearMonth" => "2004-01"
"year" => "2004"
"title" => "Actes du 4ème Colloque Doctoral AFM"
"description" => "DESMET, P. (2004). Actes du 4ème Colloque Doctoral AFM. ESSEC Business School, France."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 18:37:46"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Editeur d'actes de conférence"
"en" => "Conference proceedings editor"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
21 => Essec\Faculty\Model\Contribution {#2265
#_index: "academ_contributions"
#_id: "3217"
#_source: array:18 [
"id" => "3217"
"slug" => "market-etudes-et-recherches-en-marketing"
"yearMonth" => "2003-01"
"year" => "2003"
"title" => "Market. Etudes et recherches en marketing"
"description" => "EVRARD, Y., PRAS, B., ROUX, E., DESMET, P. et DUSSAIX, A.M. (2003). <i>Market. Etudes et recherches en marketing</i>. Dunod, 699 pages."
"authors" => array:5 [
0 => array:3 [
"name" => "PRAS Bernard"
"bid" => "B00000433"
"slug" => "pras-bernard"
]
1 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
2 => array:3 [
"name" => "DUSSAIX Anne-Marie"
"bid" => "B00000172"
"slug" => "dussaix-anne-marie"
]
3 => array:1 [
"name" => "EVRARD Y."
]
4 => array:1 [
"name" => "ROUX E."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-09-06 14:06:32"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Livres"
"en" => "Books"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Ce livre d'études et de recherches en marketing a pour originalité de présenter tout à la fois les méthodes qualitatives et quantitatives, allant des études exploratoires aux systèmes experts, en passant par les analyses de données et la collecte d'informations. Orienté vers la prise de décision, il part des problèmes de recherche pour montrer quelles analyses et quels types de recueils de données sont pertinents pour les traiter."
"en" => "The particularity of this book on market research is that it uses both qualitative and quantitative methods, from exploratory studies to expert systems, including data collection analysis. With the aim of facilitating decisions, it considers basic research problems, indicating which analyses and types of data are relevant for solving them."
]
"authors_fields" => array:2 [
"fr" => "Systèmes d'Information, Data Analytics et Opérations"
"en" => "Information Systems, Data Analytics and Operations"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
22 => Essec\Faculty\Model\Contribution {#2266
#_index: "academ_contributions"
#_id: "3220"
#_source: array:18 [
"id" => "3220"
"slug" => "marketing-direct-concepts-et-methodes"
"yearMonth" => "2001-01"
"year" => "2001"
"title" => "Marketing direct - concepts et méthodes"
"description" => "DESMET, P. (2001). <i>Marketing direct - concepts et méthodes</i>. Dunod, 360 pages."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-09-06 14:06:32"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Livres"
"en" => "Books"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Dans une première partie, le marketing direct est analysé sur un plan stratégique: sa place dans le mix selon les stratégies marketing choisies par les entreprises. En particulier, le rôle du marketing direct dans les stratégies de fidélisation et de marketing relationnel est développé. Dans une seconde partie, les choix présidant à sa mise en œuvre sont traités. D'abord les choix concernant les traitements des données et les méthodes statistiques utilisables, puis le choix de l'offre et d'une création qui feront l'objet d'un test et, enfin, les différents médias, écrits et audio-visuels, utilisables dans le cadre d'un média-planning."
"en" => "In the first part, direct marketing is analyzed from a strategic point of view, its importance and role in the marketing mix depending on the firm's chosen strategy. Specifically, the role of direct marketing in examined in relationship marketing and loyalty programs. The second part presents choices regarding the implementation of direct marketing decisions. First, choices are studied concerning data acquisition and manipulation, including statistical models. Next, the choice offered, creative approach and associated tests are discussed. Finally, the choice of print or audio-visual media and media-planning are presented."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
23 => Essec\Faculty\Model\Contribution {#2267
#_index: "academ_contributions"
#_id: "3221"
#_source: array:18 [
"id" => "3221"
"slug" => "marketing-direct-concepts-et-methodes"
"yearMonth" => "2005-01"
"year" => "2005"
"title" => "Marketing direct. Concepts et méthodes"
"description" => "DESMET, P. (2005). <i>Marketing direct. Concepts et méthodes</i>. Dunod, 380 pages."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-09-06 14:06:32"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Livres"
"en" => "Books"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Dans une première partie, le marketing direct est analysé sur un plan stratégique : sa place dans le mix selon les stratégies marketing choisies par les entreprises. En particulier, le rôle du marketing direct dans les stratégies de fidélisation et de marketing relationnel est développé. Dans une seconde partie, les choix présidant à sa mise en œuvre sont traités. D'abord les choix concernant les traitements des données et les méthodes statistiques utilisables, puis le choix de l'offre et d'une création qui feront l'objet d'un test et, enfin, les différents médias, écrits et audio-visuels, utilisables dans le cadre d'un média-planning."
"en" => "In the first part, direct marketing is analyzed from a strategic point of view, its importance and role in the marketing mix depending on the firm's chosen strategy. Specifically, the role of direct marketing in examined in relationship marketing and loyalty programs. The second part presents choices regarding the implementation of direct marketing decisions. First, choices are studied concerning data acquisition and manipulation, including statistical models. Next, the choice offered, creative approach and associated tests are discussed. Finally, the choice of print or audio-visual media and media-planning are presented."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
24 => Essec\Faculty\Model\Contribution {#2268
#_index: "academ_contributions"
#_id: "3271"
#_source: array:18 [
"id" => "3271"
"slug" => "promotion-des-ventes-du-13-a-la-douzaine-au-marketing-direct"
"yearMonth" => "1992-01"
"year" => "1992"
"title" => "Promotion des ventes - Du 13 à la douzaine au marketing direct"
"description" => "DESMET, P. (1992). <i>Promotion des ventes - Du 13 à la douzaine au marketing direct</i>. Nathan, 253 pages."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-09-06 14:06:32"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Livres"
"en" => "Books"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "La promotion des ventes prend une importance croissante dans le budget de communication. L'ouvrage présente les différentes techniques ainsi que les concepts fondamentaux permettant de guider les choix : comportement du consommateur, analyse économique et approche statistique des résultats."
"en" => "Sales promotion is playing an increasing role in the communication mix. The book presents a set of techniques and fundamental concepts to guide choice : consumer behaviour, economic analysis and statistical measurement of the effects."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
25 => Essec\Faculty\Model\Contribution {#2269
#_index: "academ_contributions"
#_id: "3466"
#_source: array:18 [
"id" => "3466"
"slug" => "comparison-of-the-predictability-of-a-neural-network-with-retropropagation-with-those-using-linear-regression-logistic-and-a-i-d-methods-for-direct-marketing-scoring"
"yearMonth" => "1998-01"
"year" => "1998"
"title" => "Comparison of the Predictability of a Neural Network with Retropropagation with Those using Linear Regression, Logistic and A.I.D. Methods for Direct Marketing Scoring"
"description" => "DESMET, P. (1998). Comparison of the Predictability of a Neural Network with Retropropagation with Those using Linear Regression, Logistic and A.I.D. Methods for Direct Marketing Scoring. Dans: <i>Bio-Mimetic Approaches in Management Science</i>. 1st ed. Kluwer Academic Publishers, pp. 61-75."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => "Bio-Mimetic Approaches in Management Science"
"keywords" => []
"updatedAt" => "2021-09-06 14:06:32"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "61-75"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Chapitres"
"en" => "Book chapters"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Par rapport aux méthodes statistiques classiques (régression linéaire, régression logistique, segmentation, analyse discriminante), les avantages des réseaux de neuronaux à rétropropagation sont connus et nombreux (effets non linéaires, pas d'hypothèses sur la distribution des variables, résistance aux valeurs manquantes ou aberrantes). Cependant les conditions de mise en oeuvre et la supériorité réelle en prédiction ne sont encore que peu documentées. L'article relève les recherches précédentes sur les analyses comparatives effectuées en marketing et présente les résultats obtenus pour la prédiction d'un comportement dans le domaine de la collecte de fonds."
"en" => "In comparison with other usual statistical methods (MCO, logistic regression, discriminant analysis, AID), advantages of neural network with retropropagation are numerous and well known (non linear effects, distribution free variables, low sensibility to outliers or missing variables). However, implementation and efficiency have not yet received a strong interest. The paper reviews comparative analyses and presents results obtained for prediction of a behaviour in fund-raising."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
26 => Essec\Faculty\Model\Contribution {#2270
#_index: "academ_contributions"
#_id: "9613"
#_source: array:18 [
"id" => "9613"
"slug" => "prix-et-information-geographique"
"yearMonth" => "1970-01"
"year" => "1970"
"title" => "Prix et information géographique"
"description" => "DESMET, P. et ZOLLINGER, M. (1970). Prix et information géographique. Dans: <i>Géographie et Gestion</i>. 1st ed."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "ZOLLINGER M."
]
]
"ouvrage" => "Géographie et Gestion"
"keywords" => []
"updatedAt" => "2020-12-17 18:37:46"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Chapitres"
"en" => "Book chapters"
]
"support_type" => array:2 [
"fr" => null
"en" => null
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
27 => Essec\Faculty\Model\Contribution {#2271
#_index: "academ_contributions"
#_id: "9858"
#_source: array:18 [
"id" => "9858"
"slug" => "la-vente-directe-et-le-marketing-direct"
"yearMonth" => "1999-01"
"year" => "1999"
"title" => "La vente directe et le marketing direct"
"description" => "NYECK, S. et DESMET, P. (1999). La vente directe et le marketing direct. Dans: <i>Manuel de Gestion</i>. 1st ed. Paris: Ellipses, pp. 467."
"authors" => array:2 [
0 => array:3 [
"name" => "NYECK Simon"
"bid" => "B00000401"
"slug" => "nyeck-simon"
]
1 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => "Manuel de Gestion"
"keywords" => []
"updatedAt" => "2020-12-17 18:37:46"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "467"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Chapitres"
"en" => "Book chapters"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
28 => Essec\Faculty\Model\Contribution {#2272
#_index: "academ_contributions"
#_id: "4003"
#_source: array:18 [
"id" => "4003"
"slug" => "marketing-direct"
"yearMonth" => "1999-01"
"year" => "1999"
"title" => "Marketing direct"
"description" => "DESMET, P. (1999). Marketing direct. Dans: <i>Encyclopédie de la Gestion et du Management - E.G.M.</i> 1st ed. Dalloz, pp. 788-790."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => "Encyclopédie de la Gestion et du Management - E.G.M."
"keywords" => []
"updatedAt" => "2021-09-06 14:06:32"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "788-790"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Chapitres"
"en" => "Book chapters"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "L'article définit le Marketing direct comme une stratégie de personnalisation de l'offre appuyée sur une connaissance de la cible par l'utilisation d'une base de données. Puis, les principales caractéristiques des décisions tactiques et des décisions médias sont présentées."
"en" => "This article defines Direct Marketing as a marketing strategy which relies on specific information managed in a database to build a specific offer for each customer. Then tactical and media decision's main characteristics are presented."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
29 => Essec\Faculty\Model\Contribution {#2273
#_index: "academ_contributions"
#_id: "4004"
#_source: array:18 [
"id" => "4004"
"slug" => "marketing-direct-et-promotion-des-ventes-objets-de-recherche-traditionnels-mais-en-pleine-evolution-promotion-et-echange-renouveau-du-prix-marketing-direct"
"yearMonth" => "1999-05"
"year" => "1999"
"title" => "Marketing Direct et Promotion des ventes. Objets de recherche traditionnels, mais en pleine évolution : promotion et échange, renouveau du prix, marketing direct"
"description" => "DESMET, P. (1999). Marketing Direct et Promotion des ventes. Objets de recherche traditionnels, mais en pleine évolution : promotion et échange, renouveau du prix, marketing direct. Dans: <i>Faire de la recherche en marketing ?</i> 1st ed. Vuibert, pp. 235-252."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => "Faire de la recherche en marketing ?"
"keywords" => []
"updatedAt" => "2021-09-06 14:06:32"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "235-252"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Chapitres"
"en" => "Book chapters"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "L'échange, objet traditionnel de recherche du marketing, évolue et met l'accent sur de nouvelles opportunités de recherche. Le prix traditionnellement fixé par le vendeur est maintenant étudié dans ses multiples dimensions, en particulier la dimension temporelle. Cette problématique rencontre alors celle de la promotion des ventes. Le marketing direct permet lui aussi une démarche dynamique et le développement de nouvelles approches liées au marketing relationnel. L'article ouvre différentes perspectives de recherche dans ces domaines."
"en" => "Traditional research area for marketing, exchange is seeing in another manner and it creates new opportunities for research in marketing. Prices, usually determined by the vendor, can now be studied from multiple points of view, particularly from a dynamic point of view. Then this research area for dynamic price is also shared by the research on sales promotion. Direct marketing also suggests a dynamic approach and allows implementation of relationship marketing. The article aims to open new research perspectives in these areas."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
30 => Essec\Faculty\Model\Contribution {#2274
#_index: "academ_contributions"
#_id: "4035"
#_source: array:18 [
"id" => "4035"
"slug" => "motivations-for-participation-and-e-wom-among-supporters-of-crowdfunding-campaigns"
"yearMonth" => "2016-10"
"year" => "2016"
"title" => "Motivations for Participation and E-WOM Among Supporters of Crowdfunding Campaigns"
"description" => "LACAN, C. et DESMET, P. (2016). Motivations for Participation and E-WOM Among Supporters of Crowdfunding Campaigns. Dans: <i>Strategic Innovative Marketing</i>. 1st ed. Springer, pp. 315-321."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "LACAN C."
]
]
"ouvrage" => "Strategic Innovative Marketing"
"keywords" => []
"updatedAt" => "2021-09-24 10:33:27"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "315-321"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Chapitres"
"en" => "Book chapters"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "In the crowdfunding model, a campaign succeeds by collecting the funds required over a predefined duration. This study examines the motivations that encourage supporter participation. The results of an empirical study validate the effect of economic, philanthropic, networking, and social utility motivations on the campaign’s success. However, economic sensitivity and gender are important moderators of participation. The results also show that the feeling of social utility encourages electronic word of mouth (e-WOM) and helps develop the social capital of the project creators."
"en" => "In the crowdfunding model, a campaign succeeds by collecting the funds required over a predefined duration. This study examines the motivations that encourage supporter participation. The results of an empirical study validate the effect of economic, philanthropic, networking, and social utility motivations on the campaign’s success. However, economic sensitivity and gender are important moderators of participation. The results also show that the feeling of social utility encourages electronic word of mouth (e-WOM) and helps develop the social capital of the project creators."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
31 => Essec\Faculty\Model\Contribution {#2275
#_index: "academ_contributions"
#_id: "4073"
#_source: array:18 [
"id" => "4073"
"slug" => "politique-de-prix"
"yearMonth" => "2005-01"
"year" => "2005"
"title" => "Politique de prix"
"description" => "DESMET, P. (2005). Politique de prix. Dans: <i>MBA</i>. 1st ed. Éditions d'Organisation, pp. 309-331."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => "MBA"
"keywords" => []
"updatedAt" => "2021-09-06 14:06:32"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "309-331"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Chapitres"
"en" => "Book chapters"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Le chapitre présente les différentes étapes de la fixation du prix d'un produit ou d'un service avec, successivement : (1) la hiérarchisation des objectifs et des contraintes , puis (2) la prise en compte de la réglementation , (3) la mesure et la compréhension des coûts , (4) l'intégration de la structure et des comportements de la concurrence , (5) l'évaluation de la demande , (6) le choix d'une méthode de fixation du prix et enfin l'intégration de toutes ces dimensions pour le choix du prix."
"en" => "The chapter describes a process in several steps to choose a price for a product or a service: (1) set up a hierarchy for objectives and list the relevant constraints, (2) identify the relevant laws, (3) understand and measure cost drivers, (4) review and integrate competition, (5) evaluate demand for specific prices, (6) choose a method to select the best acceptance price and (7) integrate all these dimensions to decide a price."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
32 => Essec\Faculty\Model\Contribution {#2276
#_index: "academ_contributions"
#_id: "4074"
#_source: array:18 [
"id" => "4074"
"slug" => "politique-de-prix"
"yearMonth" => "2008-08"
"year" => "2008"
"title" => "Politique de prix"
"description" => "DESMET, P. (2008). Politique de prix. Dans: <i>MBA. L'essentiel du management par les meilleurs professeurs (2e édition)</i>. 1st ed. Eyrolles, pp. 311-333."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => "MBA. L'essentiel du management par les meilleurs professeurs (2e édition)"
"keywords" => array:3 [
0 => "Fixation du prix"
1 => "Politique de prix"
2 => "Sensibilité au prix"
]
"updatedAt" => "2021-09-06 14:06:32"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "311-333"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Chapitres"
"en" => "Book chapters"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Le chapitre présente les différentes étapes de la fixation du prix d'un produit ou d'un service avec, successivement : (1) la hiérarchisation des objectifs et des contraintes , puis (2) la prise en compte de la réglementation , (3) la mesure et la compréhension des coûts , (4) l'intégration de la structure et des comportements de la concurrence , (5) l'évaluation de la demande , (6) le choix d'une méthode de fixation du prix et enfin l'intégration de toutes ces dimensions pour le choix du prix."
"en" => "The chapter describes a process in several steps to choose a price for a product or a service: (1) set up a hierarchy for objectives and list the relevant constraints, (2) identify the relevant laws, (3) understand and measure cost drivers, (4) review and integrate competition, (5) evaluate demand for specific prices, (6) choose a method to select the best acceptance price and (7) integrate all these dimensions to decide a price."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
33 => Essec\Faculty\Model\Contribution {#2277
#_index: "academ_contributions"
#_id: "4075"
#_source: array:18 [
"id" => "4075"
"slug" => "politique-de-prix"
"yearMonth" => "2014-09"
"year" => "2014"
"title" => "Politique de prix"
"description" => "DESMET, P. (2014). Politique de prix. Dans: <i>MBA. L'essentiel du management par les meilleurs professeurs (3e édition)</i>. 3 ed. Eyrolles, pp. 369-387."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => "MBA. L'essentiel du management par les meilleurs professeurs (3e édition)"
"keywords" => array:1 [
0 => "Prix"
]
"updatedAt" => "2021-09-06 14:06:32"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "369-387"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Chapitres"
"en" => "Book chapters"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Présentation des principaux concepts de prix et description des méthodes de fixation du prix prenant en compte les coûts, la demande et la concurrence."
"en" => "Definition of the main concepts to understand price effect and description of methods used in pricing decisions to include information on costs, competition and market and consumer behaviour."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
34 => Essec\Faculty\Model\Contribution {#2278
#_index: "academ_contributions"
#_id: "4100"
#_source: array:18 [
"id" => "4100"
"slug" => "promotion-des-ventes"
"yearMonth" => "1999-01"
"year" => "1999"
"title" => "Promotion des ventes"
"description" => "DESMET, P. (1999). Promotion des ventes. Dans: <i>Encyclopédie de la Gestion et du Management - E.G.M.</i> 1st ed. Dalloz, pp. 1284-1286."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => "Encyclopédie de la Gestion et du Management - E.G.M."
"keywords" => []
"updatedAt" => "2021-09-06 14:06:32"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "1284-1286"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Chapitres"
"en" => "Book chapters"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "La promotion des ventes regroupe l'ensemble des actions marketing, ponctuelles et ciblées, visant à la création ou à la modification de comportements. Les différentes techniques et les caractéristiques des médias utilisés sont ensuite détaillées."
"en" => "Sales promotion is defined as a set of marketing actions, one-shot and targeted, aiming at behaviour creation or modification. Then, classes of techniques and media characteristics are presented."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
35 => Essec\Faculty\Model\Contribution {#2279
#_index: "academ_contributions"
#_id: "4297"
#_source: array:18 [
"id" => "4297"
"slug" => "yield-management"
"yearMonth" => "1999-01"
"year" => "1999"
"title" => "Yield Management"
"description" => "DESMET, P. et ZOLLINGER, M. (1999). Yield Management. Dans: <i>Encyclopédie de la Gestion et du Management - E.G.M.</i> 1st ed. Dalloz, pp. 1290-1292."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "ZOLLINGER M."
]
]
"ouvrage" => "Encyclopédie de la Gestion et du Management - E.G.M."
"keywords" => []
"updatedAt" => "2021-09-06 14:06:32"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "1290-1292"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Chapitres"
"en" => "Book chapters"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Le Yield management, ou gestion du revenu, a pour objectif de maximiser le revenu tiré d'un actif fixe fractionnable et différenciable par le service. Les conditions de l'utilisation de cette technique de tarification sont étudiées ainsi que les grands principes de gestion."
"en" => "The objective of Yield management is to maximize the yield obtained from a fixed capacity which can be partitioned and differenciated by additional service. Conditions of use of this pricing technique and main management decisions are presented."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
36 => Essec\Faculty\Model\Contribution {#2280
#_index: "academ_contributions"
#_id: "4370"
#_source: array:18 [
"id" => "4370"
"slug" => "an-individual-measure-of-reference-price-using-price-limits"
"yearMonth" => "2010-06"
"year" => "2010"
"title" => "An Individual measure of reference price using price limits"
"description" => "DESMET, P. (2010). An Individual measure of reference price using price limits. Dans: <i>Proceedings of the European Marketing Academy (EMAC) Conference</i>. Copenhagen Business School."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => "Proceedings of the European Marketing Academy (EMAC) Conference"
"keywords" => array:2 [
0 => "Expérimentation"
1 => "Prix de référence"
]
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => """
Pour évaluer un prix les consommateurs utilisent un prix de référence. Les mesures du prix de référence sont souvent effectuées sur des données comportementales (panel) mais rarement sur des données déclarées.\n
\n
ATTENTION : A COMPLETER
"""
"en" => "The idea that consumers compare posted prices with a reference price to evaluate brand prices has both intuitive appeal and empirical support. Several studies have attempted to measure this reference price using behavioural data, but few employ declarative data. Using experimental data for a new food product, this study demonstrates that defining an individual price by the mean of price limits has nomological and predictive validity. This findings have managerial implications; they allow for the evaluation of prices not tested in split-tests."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
37 => Essec\Faculty\Model\Contribution {#2281
#_index: "academ_contributions"
#_id: "4378"
#_source: array:18 [
"id" => "4378"
"slug" => "analyse-des-paniers-dachat-avec-une-typologie-par-une-carte-de-kohonen"
"yearMonth" => "2000-12"
"year" => "2000"
"title" => "Analyse des paniers d'achat avec une typologie par une carte de Kohonen"
"description" => "DESMET, P. (2000). Analyse des paniers d'achat avec une typologie par une carte de Kohonen. Dans: <i>7ème Rencontre Internationale - ACSEG (Approches Connexionnistes en Sciences Economiques et de Gestion)</i>. Centre national de la recherche scientifique (CNRS), pp. 189-201."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => "7ème Rencontre Internationale - ACSEG (Approches Connexionnistes en Sciences Economiques et de Gestion)"
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "189-201"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Les cartes de Kohonen permettent d'effectuer une projection et une typologie de données pour lesquelles la contiguïté présente un sens ou un intérêt. Au-delà de l'intérêt de ces réseaux de neurones pour la représentation graphique, cet article étudie l'apport de l'utilisation d'une carte de Kohonen comme typologie sous-jacente pour la prévision de comportements d'achats. Différentes variantes d'une méthodologie sont proposées et testées sur une base de données réelles de comportements d'acheteurs d'un club de livres. Les résultats sont nettement meilleurs que ceux obtenus avec une segmentation RFM et conduisent aussi à une amélioration sensible de la qualité des prédictions par rapport à une régression logistique."
"en" => "Kohonen maps are used for projection and clustering of data when topology has a meaning or a managerial interest. Beyond the use of these neural networks for visualisation and graphic representation, the purpose of this research was to study the improvement obtained by the use of a Kohonen map for general underlying clustering in a response model. Two variants of a methodology were used: initially a Kohonen map was first adjusted. For each neuron, the response frequency for a new offer was computed (a book on Florence Art History) and this information was introduced as an additional variable in the logistic response model. The topology of the map had to be chosen and a decision made on the structure (sheet, cylinder or tore) and for size two measures were used: quantization and topology errors. In a big map, the frequency computed for each neurone can vary greatly and this methodology may lead to poor stability in the model coefficients with large gaps between the working and test samples. So a second methodology was also suggested in which another clustering step was included: the Kohonen map neurones were clustered in several groups. The number of groups was decided by minimization of a statistical criterion. For the empirical validation, a large database of an American book club was used. The reading of books should be fairly rational, even at the family level, and obtention of stable and meaningful clustering could be expected. The file was divided into a working sample of 20,000 customers and a test sample of 30,000 customers. A response model was built into the working sample and validated on the test sample. The computation was done with a SOM (self organising map), a Matlab version of a Kohonen map. In the first variant of the methodology, the best structure was the sheet (versus cylinder or tore). With no information of any statistical decision regarding the size of the map, parsimony was chosen for the first map (5x10) and a larger map capable of retaining the complexity of information for the second variant (25x25). The second-level clustering was done by a K-means algorithm with an optimal number of 15 clusters.The first advantage of a Kohonen map is visual presentation of the information to ease interpretation. So several maps were drawn up to present information about the distance between the neurones, the position of the books in the neurone space, the buying frequency of new books. Beyond this descriptive use, the Kohonen map results were used in the predictive response model. The criterion used was a gini concentration curve: the sample was organised by increasing buying frequency and was divided into 20 quantiles of 5% each. The coefficients computed were the mean square values for gaps between the response prediction and a naïve model of constant response rate (9%) and gaps between real buying frequencies in the working and test samples. Results are very encouraging : response prediction was better with the two variants presented compared to the Recency Frequency Money model or traditional logistic regression regarding either the predictive ability or the stability of the results. Although the empirical work was done with a real database and very large samples, the conclusions drawn need to be supported with work on other databases as some results may be peculiar to buying behaviour. An important research move was the integration of the two steps. Indeed, the methodology was a traditional two-steps approach with clustering first and then second response prediction. It should yet be possible to increase the quality of the response prediction by building a specific model for each segment. It could be done by estimating specific parameters for a logistic regression model for each group or by using specific software which aims to manage clustering and prediction simultaneously as in Typren or Glimmix."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
38 => Essec\Faculty\Model\Contribution {#2282
#_index: "academ_contributions"
#_id: "4385"
#_source: array:18 [
"id" => "4385"
"slug" => "apport-des-reseaux-de-neurones-pour-le-scoring-en-marketing-direct"
"yearMonth" => "1995-10"
"year" => "1995"
"title" => "Apport des réseaux de neurones pour le scoring en marketing direct"
"description" => "DESMET, P. (1995). Apport des réseaux de neurones pour le scoring en marketing direct. Dans: <i>Approches Neuronales en Sciences Economiques et de Gestion - 2e Rencontre Internationale</i>. Financial Management Association (FMA), pp. 75-88."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => "Approches Neuronales en Sciences Economiques et de Gestion - 2e Rencontre Internationale"
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "75-88"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Les réseaux de neurones constituent une approche alternative aux méthodes classiques de scoring utilisées en marketing direct, telles la régression linéaire, la régression logistique ou probit, l'analyse discriminante et la segmentation CH-AID. L'article présente une revue de la littérature sur les analyses comparatives entre ces approches en marketing et discute de manière détaillée une comparaison empirique effectuée dans le domaine de la collecte de fonds."
"en" => "Neural networks can be used for scoring in direct marketing and need to be benchmarked against other common statistical methods used for this purpose such as regression analysis, logistic or probit regressions, discriminant analysis or CH-AID segmentation. This paper provides a review of the literature that compares these different marketing methods and presents a detailed application in fund raising."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
39 => Essec\Faculty\Model\Contribution {#2283
#_index: "academ_contributions"
#_id: "4390"
#_source: array:18 [
"id" => "4390"
"slug" => "asking-for-less-in-order-to-obtain-more-is-it-really-that-simple"
"yearMonth" => "1998-10"
"year" => "1998"
"title" => "Asking for Less in Order to Obtain More. Is it Really that Simple?"
"description" => "DESMET, P. (1998). Asking for Less in Order to Obtain More. Is it Really that Simple? Dans: <i>Frontiers in Direct Marketing Research</i>. John Wiley & Sons, Inc. pp. 7-16."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => "Frontiers in Direct Marketing Research"
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "7-16"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Pour faire face à la baisse de la collecte, les associations caritatives mettent en place une approche rigoureuse pour leurs décisions de ciblage et de communication dans l'appel de fonds. Les résultats d'études antérieures montrent que la manipulation des échelles de don influence les résultats de la collecte. Cette étude est réalisée dans un cadre expérimental et prend en compte le comportement antérieur du donateur. Les résultats montrent que seules certaines parties de l'échelle de don peuvent influencer le montant de la collecte ou le nombre de dons et que le comportement antérieur est un prédicteur puissant."
"en" => "In response to a drop in collected funds, charitable associations have implemented a rigorous approach to the choice of targets and comunication strategies for fundraising. Prior studies have shown that manipulating the scale of donations influences the collection results. This study was carried out within an experimental framework and takes account of the donors' previous behavior. Results show that only certain parts of the scale of donations can influence the amount collected or the number of donations and that prior behavior is a powerful predictor."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
40 => Essec\Faculty\Model\Contribution {#2284
#_index: "academ_contributions"
#_id: "4417"
#_source: array:18 [
"id" => "4417"
"slug" => "behavioral-consequences-of-the-coherence-between-motivations-and-distribution-channels-a-fundraising-experiment"
"yearMonth" => "1997-11"
"year" => "1997"
"title" => "Behavioral Consequences of the Coherence between Motivations and Distribution Channels : A fundraising Experiment."
"description" => "DESMET, P. (1997). Behavioral Consequences of the Coherence between Motivations and Distribution Channels : A fundraising Experiment. Dans: <i>Workshop on the Management of non-profit Organisations</i>. European Institute for Advanced Studies in Management (EIASM)."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => "Workshop on the Management of non-profit Organisations"
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "L'objectif de cette recherche est d'étudier les conséquences comportementales de l'utilisation de différents canaux de distribution lorsque l'utilisation de ceux-ci correspond à des motivations différentes de la part du consommateur. Une étude expérimentale dans le domaine de la collecte de fonds caritative montre qu'une approche commerciale (envoi d'un catalogue) sur les donateurs a des conséquences négatives sur la collecte de fonds. Cet effet négatif reste cependant limité du fait de la faible pénétration de l'achat par correspondance parmi les donateurs traditionnels."
"en" => "This research is designed to study the behavorial consequences of the use of multiple distribution channels when they are associated with different motivations.An empirical study of the data of a French fundraising association shows that while mail order sales do indeed erode traditional public mail collection, this erosion remains limited given the weak penetration of mail order sales among traditional donors."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
41 => Essec\Faculty\Model\Contribution {#2285
#_index: "academ_contributions"
#_id: "4460"
#_source: array:18 [
"id" => "4460"
"slug" => "comment-gerer-limage-prix-de-votre-point-de-vente"
"yearMonth" => "2016-01"
"year" => "2016"
"title" => "Comment gérer l’image-prix de votre point de vente ?"
"description" => "LAMBEY-CHECCHIN, C. et DESMET, P. (2016). Comment gérer l’image-prix de votre point de vente ? Dans: <i>International Marketing Trends Conference 2016</i>. International Marketing Trends Conference."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "LAMBEY-CHECCHIN C."
]
]
"ouvrage" => "International Marketing Trends Conference 2016"
"keywords" => array:3 [
0 => "Distribution"
1 => "Image prix"
2 => "Sensibilité prix"
]
"updatedAt" => "2021-07-13 14:31:06"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Critère important pour la décision de fréquentation d'un magasin, l'image-prix globale est formée par plusieurs dimensions concernant le niveau des prix, les promotions et d'autres attentes des consommateurs comme le contrôle des dépenses. Par l'étude des perceptions pour une enseigne généraliste, cette recherche confirme les dimensions formatrices de cette image globale. Elle met aussi en évidence l’hétérogénéité des perceptions et l’importance de la prise en compte des déterminants individuels. En effet si l’image-prix et ses dimensions sont directement influencées par la sensibilité au prix et la fidélité, la recherche montre aussi que la fidélité joue un rôle modérateur important sur l’effet négatif de la sensibilité prix des clients."
"en" => "Overall price-image is an important criterion for patronizing a store. Consumers make that decision in accordance with several pricing policies: price levels, special offers and other consumers’ expectations, such as spending control. This research studies the overall price image about a generalist chain of stores and its dimensions. It highlights the heterogeneity of perceptions and the importance of taking into account individual determinants. Indeed, while price-image and its dimensions are directly influenced by price consciousness and customer loyalty, the research also shows that loyalty plays an important role in playing down the negative effect of customers’ price consciousness."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
42 => Essec\Faculty\Model\Contribution {#2286
#_index: "academ_contributions"
#_id: "4476"
#_source: array:18 [
"id" => "4476"
"slug" => "consumers-perceptions-and-evaluations-of-virtual-bundling"
"yearMonth" => "2006-01"
"year" => "2006"
"title" => "Consumer's Perceptions and Evaluations of Virtual Bundling"
"description" => "DESMET, P., SABRI-ZAARAOUI, O., PECHPEYROU (DE), P.P. et PARGUEL, B. (2006). Consumer's Perceptions and Evaluations of Virtual Bundling. Dans: <i>ANZMAC. Advancing Theory. Maintaining Relevance</i>. QUT (Queensland University of Technology)."
"authors" => array:4 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "SABRI-ZAARAOUI O."
]
2 => array:2 [
"name" => "PECHPEYROU"
"bid" => "DE"
]
3 => array:1 [
"name" => "PARGUEL B."
]
]
"ouvrage" => "ANZMAC. Advancing Theory. Maintaining Relevance"
"keywords" => array:6 [
0 => "Bénéfices"
1 => "Communication"
2 => "Distribution"
3 => "Lots virtuels"
4 => "Promotion des ventes"
5 => "Réduction au volume"
]
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "CD-Rom Une étude qualitative et l'analyse statistique d'une expérimentation intersujets montre que les lots virtuels en promotion des ventes sont associés à un bénéfice économique perçu plus important mais génèrent aussi des coûts cognitifs perçus plus importants"
"en" => "Qualitative research and Statistical analysis of an intersubjet experimental design show that virtual bundling (volume discount) increases economic perceived value but also cognitive perceived costs"
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
43 => Essec\Faculty\Model\Contribution {#2287
#_index: "academ_contributions"
#_id: "4496"
#_source: array:18 [
"id" => "4496"
"slug" => "customer-base-equity-and-price-acceptability-an-empirical-analysis"
"yearMonth" => "2009-12"
"year" => "2009"
"title" => "Customer-base Equity and Price Acceptability: An Empirical Analysis"
"description" => "DESMET, P. (2009). Customer-base Equity and Price Acceptability: An Empirical Analysis. Dans: <i>ANZMAC 2009: Sustainable Management & Marketing Conference</i>. Monash University."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => "ANZMAC 2009: Sustainable Management & Marketing Conference"
"keywords" => array:3 [
0 => "Capital marque"
1 => "Prix acceptables"
2 => "Prix limites"
]
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Site Internet. Le capital marque se mesure par l'effet différentiel de la connaissance de la marque sur les réactions des consommateurs aux actions marketing. La compréhension de la source de ces effets est aussi importante que leur mesure. Dans cette recherche, la prime de prix est mesurée indirectement par la méthodologie des prix limites et mise en relation avec le capital marque mesuré par deux dimensions, l'attachement à la marque et la confiance. Une étude empirique menée sur la base de données clients d'un industriel montre que, pour un nouveau produit alimentaire, les consommateurs ayant un attachement et une confiance forte ont, contrairement aux attentes, des prix limites plus faibles que ceux qui sont moins attachés. Une des sources de ce résultat est que le contexte de choix influence la relation et que cette variable doit donc être intégrée dans le cadre conceptuel."
"en" => "Customer brand equity is the differential effect of brand knowledge on consumer response to the marketing of the brand. In this paper we study the link between one dimension of brand equity, brand attachment, and reference price measured by price limits. An empirical study for a new food product confirm the hypothesized positive link between brand attachment and price acceptability for the new product."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
44 => Essec\Faculty\Model\Contribution {#2288
#_index: "academ_contributions"
#_id: "4547"
#_source: array:18 [
"id" => "4547"
"slug" => "effect-of-penaly-levels-in-price-matching-guarantees-on-consumers-intention-to-search-for-a-lower-price"
"yearMonth" => "2008-01"
"year" => "2008"
"title" => "Effect of Penaly Levels in Price Matching Guarantees on Consumers' Intention to Search for a Lower Price"
"description" => "DESMET, P. (2008). Effect of Penaly Levels in Price Matching Guarantees on Consumers' Intention to Search for a Lower Price. Dans: <i>Australia and New Zealand Marketing Academy Conference 2008 ( ANZMAC) - Marketing: Shifting the Focus From Mainstream to Offbeat</i>. University of Western Sydney."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => "Australia and New Zealand Marketing Academy Conference 2008 ( ANZMAC) - Marketing: Shifting the Focus From Mainstream to Offbeat"
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "CD-Rom"
"en" => "CD-Rom"
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
45 => Essec\Faculty\Model\Contribution {#2289
#_index: "academ_contributions"
#_id: "4557"
#_source: array:18 [
"id" => "4557"
"slug" => "empirical-comparison-of-hypothetical-methods-for-measuring-price-sensitivity"
"yearMonth" => "2014-12"
"year" => "2014"
"title" => "Empirical Comparison of Hypothetical Methods for Measuring Price Sensitivity"
"description" => "DESMET, P. (2014). Empirical Comparison of Hypothetical Methods for Measuring Price Sensitivity. Dans: <i>2014 Meeting of the Australian and New Zealand Marketing Academy (ANZMAC)</i>. Australian and New Zealand Marketing Academy (ANZMAC)."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => "2014 Meeting of the Australian and New Zealand Marketing Academy (ANZMAC)"
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
46 => Essec\Faculty\Model\Contribution {#2290
#_index: "academ_contributions"
#_id: "4569"
#_source: array:18 [
"id" => "4569"
"slug" => "estimating-shelf-space-elasticity-for-product-categories-a-preliminary-step-to-hierarchical-space-allocation-in-stores-belonging-to-a-chain"
"yearMonth" => "1997-05"
"year" => "1997"
"title" => "Estimating Shelf-Space Elasticity for Product Categories : a Preliminary Step to Hierarchical Space Allocation in Stores belonging to a Chain."
"description" => "DESMET, P. et RENAUDIN, V. (1997). Estimating Shelf-Space Elasticity for Product Categories : a Preliminary Step to Hierarchical Space Allocation in Stores belonging to a Chain. Dans: <i>Marketing Progress Prospects Perspectives</i>. Warwick Business School, pp. 1029-1042."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "RENAUDIN V."
]
]
"ouvrage" => "Marketing Progress Prospects Perspectives"
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "1029-1042"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Pour allouer l'espace magasin entre les différentes catégories de produits, le décideur peut utiliser les élasticités de la demande à l'espace accordé obtenues pour d'autres magasins comparables. Cet article présente des résultats empiriques concernant les élasticités de différents rayons pour une chaîne de magasins populaires. Les résultats montrent que l'élasticité a tendance à s'accroître de manière importante en fonction de la propension à l'achat impulsif et, dans une moindre mesure, à décroître avec la taille du magasin."
"en" => "To re-allocate space in an existing store between product categories, the manager can use sales-space elasticities evaluated from the performance of comparable stores. This paper presents the empirical estimation of sales-space elasticities for each product category of a town-center supermarket chain. Results show that space-elasticities are increasing when the impulse buying rate of the product category does and decreasing with the size of the store. The category effect seems to be higher than the store size effect."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
47 => Essec\Faculty\Model\Contribution {#2291
#_index: "academ_contributions"
#_id: "4577"
#_source: array:18 [
"id" => "4577"
"slug" => "etude-de-leffet-de-signal-de-la-promotion-sur-lacceptation-dachat-dun-produit-de-grande-consommation"
"yearMonth" => "2003-11"
"year" => "2003"
"title" => "Etude de l'effet de signal de la promotion sur l'acceptation d'achat d'un produit de grande consommation"
"description" => "DESMET, P. (2003). Etude de l'effet de signal de la promotion sur l'acceptation d'achat d'un produit de grande consommation. Dans: <i>3ème Congrès International Tendances en Marketing</i>. ESCP-EAP."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => "3ème Congrès International Tendances en Marketing"
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "L'article étudie l'effet de signal d'une promotion par réduction de prix, c'est-à-dire l'effet de la simple communication de la promotion. Un modèle d'utilité individuelle sur des données empiriques de type Gabor et Granger met en évidence que le simple ajout de la mention "promotion" accroît la sensibilité au prix et augmente le rejet de la marque pour un prix trop cher."
"en" => "In the article, we want to study existence and valence of the signal given by a promotional communication, usually associated with a price discount. An individual utility model is used to analyze data from a Gabor & Granger price study. Results show that promotion signal increase price sensitivity and rejection rate beacuse the price is too high."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
48 => Essec\Faculty\Model\Contribution {#2292
#_index: "academ_contributions"
#_id: "4598"
#_source: array:18 [
"id" => "4598"
"slug" => "experimental-study-of-the-effect-of-the-swith-to-the-euro-on-the-intention-to-buy-private-label-brand"
"yearMonth" => "2000-05"
"year" => "2000"
"title" => "Experimental Study of the Effect of the Swith to the Euro on the Intention to Buy Private Label Brand"
"description" => "DESMET, P. et GASTON-BRETON, C. (2000). Experimental Study of the Effect of the Swith to the Euro on the Intention to Buy Private Label Brand. Dans: <i>Proceedings of the 29th EMAC Conference (CD-Rom)</i>. Erasmus University of Rotterdam."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "GASTON-BRETON C."
]
]
"ouvrage" => "Proceedings of the 29th EMAC Conference (CD-Rom)"
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "En Europe, le passage à l'euro est une occasion pour les entreprises de redéfinir leur politique de prix. Au niveau international, le risque des importations parallèles non maîtrisées doit conduire une entreprise à rétrécir le corridor des prix pratiqués entre les différents pays européens. Au niveau national, les entreprises pratiquant les prix psychologiques sont amenées à anticiper les modifications du mix associées à la recherche d'un prix public (PVC) juste inférieur à un prix rond soit par réduction de leur marge, soit par une modification de la taille de leurs conditionnements ou même le lancement de nouveaux produits. Dans tous les cas, l'importance de la perte de marge pour les prix peu élevés, inférieurs à 100 F en France, justifie que l'on s'interroge sur la réalité de l'effet du passage d'un seuil de prix sur la demande. Cette recherche a pour objectif d'étudier l'effet de l'écart de prix entre les marques et du niveau absolu du prix sur la relation entre le passage d'un seuil de prix et l'intention d'achat relative entre deux marques. La suite de l'article est organisée de la manière suivante : la première section synthétise la revue de littérature concernant la pratique et les justifications d'une politique de prix inférieurs aux seuils, la seconde justifie les hypothèses et la méthodologie, enfin les résultats sont présentés et discutés dans la troisième section."
"en" => "With prices expressed in euros, the price spread between private label brands and national brands could be less visible in all the European countries where the price scale is going to be compressed. This price spread often being a key factor in the demand for private label brands, the preferences, and thus, potentially, the market share, could be reduced. The measure of consumers' buying intentions of three categories of products confirms the lower perception of price differences when they are expressed in euros. The results also show different customer sensitivities according to their behavior and attitude towards private label brands and the belief in the quality of these brands. The existence of a visible threshold effect created by rounded prices, which would allow the reconstitution of a significant perceived spread between the prices of private label brands and of national brands, is only partially confirmed."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
49 => Essec\Faculty\Model\Contribution {#2293
#_index: "academ_contributions"
#_id: "4665"
#_source: array:18 [
"id" => "4665"
"slug" => "how-message-framing-and-temporal-distance-affect-word-of-mouth"
"yearMonth" => "2017-04"
"year" => "2017"
"title" => "How Message Framing and Temporal Distance Affect Word of Mouth"
"description" => "LACAN, C. et DESMET, P. (2017). How Message Framing and Temporal Distance Affect Word of Mouth. Dans: <i>19th International Conference on Digital Marketing (ICDM 2017)</i>. World Academy of Science, Engineering and Technology (WASET)."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "LACAN C."
]
]
"ouvrage" => "19th International Conference on Digital Marketing (ICDM 2017)"
"keywords" => []
"updatedAt" => "2021-09-24 10:33:27"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
50 => Essec\Faculty\Model\Contribution {#2294
#_index: "academ_contributions"
#_id: "1021"
#_source: array:18 [
"id" => "1021"
"slug" => "does-the-crowdfunding-platform-matter-risks-of-negative-attitudes-in-two-sided-markets"
"yearMonth" => "2017-10"
"year" => "2017"
"title" => "Does the Crowdfunding Platform Matter? Risks of Negative Attitudes in Two-Sided Markets"
"description" => "LACAN, C. et DESMET, P. (2017). Does the Crowdfunding Platform Matter? Risks of Negative Attitudes in Two-Sided Markets. <i>Journal of Consumer Marketing</i>, 34(6), pp. 472-479."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "LACAN C."
]
]
"ouvrage" => ""
"keywords" => array:5 [
0 => "Platform"
1 => "Word-of-mouth"
2 => "Crowdfunding"
3 => "Sharing economy"
4 => "Two-sided market"
]
"updatedAt" => "2023-01-28 01:00:12"
"publicationUrl" => "https://www.emerald.com/insight/content/doi/10.1108/JCM-03-2017-2126/full/html"
"publicationInfo" => array:3 [
"pages" => "472-479"
"volume" => "34"
"number" => "6"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Le financement participatif (crowdfunding) est de plus en plus utilisé pour collecter des fonds auprès d'un grand nombre de contributeurs. Au delà du projet par lui-même et de son porteur, le choix des contributeurs est aussi influencé par la plate-forme Internet qui présente le projet et qui joue ainsi un rôle d'intermédiaire. Une étude en ligne montre que la plateforme influence non seulement la décision de participer au financement mais aussi la décision d'émettre du bouche-à-oreille pour faire connaître la campagne."
"en" => """
Purpose—Crowdfunding has become a prominent means to raise donations online from a large number of contributors, such that open calls for contributions inherently involve another actor, namely, the Internet platform which is creating a two-sided market. This article examines the effect of this intermediary on contributors’ willingness to participate in crowdfunding projects. \n
Design/methodology/approach—In an online survey the relative effect of contributors’ attitudes toward the crowdfunding platform on two key behaviours is measured: willingness to share word-of-mouth and willingness to participate in a project. \n
Findings—In the theoretical framework of a two-sided market, the empirical study reveals that attitude toward a crowdfunding platform moderates contributors’ willingness to participate. This effect can be explained by several risk factors that affect the platform’s perceived usefulness and ease of use. These factors have a negative influence on attitude toward the platform, which in turn reduce support for the project. The effects are stronger for willingness to participate than for word-of-mouth intentions. Research limitations/implications—Declarative measures and a focus on utilitarian dimensions of contributor participation limit the external validity of the findings. \n
Practical implications—Using the results of this study, Internet platforms can improve attitudes among potential contributors. Project creators can also use the findings to adapt their communication campaigns and reduce inhibitions that keep contributors from using the platform. \n
Originality/value—This study advances marketing and crowdfunding literature by highlighting the potential dark side of a platform that functions as an intermediary in a twosided market.
"""
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
51 => Essec\Faculty\Model\Contribution {#2295
#_index: "academ_contributions"
#_id: "1066"
#_source: array:18 [
"id" => "1066"
"slug" => "effectiveness-of-measures-assessing-response-to-price-information"
"yearMonth" => "2016-11"
"year" => "2016"
"title" => "Effectiveness of Measures Assessing Response to Price Information"
"description" => "DESMET, P. (2016). Effectiveness of Measures Assessing Response to Price Information. <i>Journal of Product and Brand Management</i>, 25(7), pp. 676-686."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => array:5 [
0 => "Choix discret"
1 => "Élasticité prix"
2 => "Prix acceptable, prix psychologique"
3 => "Prix de réserve"
4 => "Question ouverte"
]
"updatedAt" => "2023-01-28 01:00:12"
"publicationUrl" => "https://www.emerald.com/insight/content/doi/10.1108/JPBM-06-2015-0908/full/html"
"publicationInfo" => array:3 [
"pages" => "676-686"
"volume" => "25"
"number" => "7"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Les mesures par questionnaire du consentement à payer et de la sensibilité au prix des consommateurs sont biaisées. Néanmoins ces méthodes déclaratives peuvent faciliter la prise de décisions de gestion et cet article a pour but d’éclairer des choix additionnels concernant les formats d'interrogation à utiliser (question ouverte ou choix discret) et le nombre de questions (unique ou multiples) par une analyse empirique de l’importance des biais induits par quatre méthodes (acceptabilité du prix, les jugements de prix, les choix discrets simples et multiples) dans un contexte de choix réaliste."
"en" => "Questionnaire measures of consumers’ willingness to pay (WTP) and price sensitivity are biased, yet these declarative methods can aid managerial decision making. Additional choices involve which question formats to use (open-ended or discrete choice) and how many questions (unique versus multiple). This article seeks to inform such choices for online data collection with an empirical evaluation of the size of the bias induced by four methods (price acceptability, price judgments, multiple and single discrete choices) in a realistic choice context."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
52 => Essec\Faculty\Model\Contribution {#2296
#_index: "academ_contributions"
#_id: "1068"
#_source: array:18 [
"id" => "1068"
"slug" => "effet-du-passage-a-leuro-sur-les-marques-de-distributeurs-une-replication-partielle-de-letude-de-diller-et-ivens"
"yearMonth" => "2001-01"
"year" => "2001"
"title" => "Effet du passage à l'euro sur les marques de distributeurs : une réplication partielle de l'étude de Diller et Ivens"
"description" => "DESMET, P. et GASTON-BRETON, C. (2001). Effet du passage à l'euro sur les marques de distributeurs : une réplication partielle de l'étude de Diller et Ivens. <i>Recherche et Applications en Marketing</i>, pp. 47-56."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "GASTON-BRETON C."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 17:55:06"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "47-56"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "L'étude cherche à répliquer, pour la France, les observations effectuées par Diller et Ivens (2000) en Allemagne d'un report partiel de la demande vers les marques plus chères aux dépens des marques pratiquant des prix bas. Par une approche différente fondée sur la collecte des intentions d'achat entre une marque de distributeur et des marques nationales, les résultats confirment cet effet d'illusion monétaire même si les écarts observés sont faibles. La manipulation de l'écart de prix entre la MDD et la marque nationale permet aussi de mettre en évidence que l'effet de report vers la marque nationale est plus faible lorsque l'écart de prix s'accroît."
"en" => "This research aims to replicate for France the results obtained by Diller and Ivens (2000) in Germany in which it was found that part of the demand is transferred from low price to high price brands. Using a different methodology involving buying intention data towards a private and a national brand, this study confirms the existence of the money illusion effect even if the magnitude is small. Looking at the effects of price differences between the brands, this study also shows that the transfer toward the national brand is smaller when the price difference increases."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
53 => Essec\Faculty\Model\Contribution {#2297
#_index: "academ_contributions"
#_id: "1069"
#_source: array:18 [
"id" => "1069"
"slug" => "effet-signal-dune-reduction-promotionnelle-de-prix-concept-et-experimentation"
"yearMonth" => "2004-01"
"year" => "2004"
"title" => "Effet signal d'une réduction promotionnelle de prix : concept et expérimentation"
"description" => "DESMET, P. (2004). Effet signal d'une réduction promotionnelle de prix : concept et expérimentation. <i>Recherche et Applications en Marketing</i>, pp. 25-37."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 17:55:06"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "25-37"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "L'effet observé à court terme d'une réduction promotionnelle du prix sur la demande est souvent positif du fait de la valorisation des bénéfices offerts par la promotion et par le simple effet signal engendré par la communication promotionnelle. Lorsque le consommateur effectue une évaluation approfondie de l'offre promotionnelle et qu'il manque d'informations (sur le montant de la réduction ou le prix de base), l'information transmise par la promotion, qui est à la source de l'effet signal, est aussi utilisée pour élaborer le cadre du choix. Un conflit entre la cherté perçue et le signal promotionnel peut donc dévaloriser une offre. Dans ces conditions, nous montrons, par l'analyse des résultats d'une expérimentation sur 320 consommateurs, que le changement du cadre du choix résultant d'une offre promotionnelle conduit à un rejet d'achat plus important d'une marque premium pour un produit de grande consommation. Si ce résultat d'un effet négatif d'une réduction promotionnelle du prix sur la demande à court terme est rarement observé sur les ventes, il doit cependant conduire les managers à anticiper une baisse de l'efficacité promotionnelle lorsque la réduction de prix n'est pas indiquée et à en limiter l'usage pour les marques premium."
"en" => "Sales promotion has often positive effects on short term demand effects due to the benefits provided and the signaling effect of the communication. If information is missing (regular price, price reduction) when consumers have an extended choice process, the information transmitted by the sales promotion communication is used not only as a signal but also to elaborate the choice frame. Thus conflicting information between the promotional signal and perceived expensiveness can reduce perceived value. Under these conditions the author shows, through analysis of experimental data on 320 consumers, that changes due to a promotional price reduction can result in higher rejection for a premium brand in a consumer good market. While decreases in sales volume due to promotional price reductions are not frequently observed, such a possibility means that managers have to anticipate a reduction of their promotional effectiveness when price reduction is not indicated (special offer) and to avoid its use for premium brands."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
54 => Essec\Faculty\Model\Contribution {#2298
#_index: "academ_contributions"
#_id: "1071"
#_source: array:18 [
"id" => "1071"
"slug" => "effetti-segnaletici-della-promozione-sullaccettazione-di-un-prodotto-di-largo-consumo"
"yearMonth" => "2004-01"
"year" => "2004"
"title" => "Effetti segnaletici della promozione sull'accettazione di un prodotto di largo consumo"
"description" => "DESMET, P. (2004). Effetti segnaletici della promozione sull'accettazione di un prodotto di largo consumo. <i>Micro Macro Marketing</i>, pp. 663-675."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-07-13 14:30:12"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "663-675"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue professionnelle"
"en" => "Professional journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "L'article étudie l'effet de signal d'une promotion par réduction de prix, c'est-à-dire l'effet de la simple communication de la promotion. Un modèle d'utilité individuelle sur des données empiriques de type Gabor et Granger met en évidence que le simple ajout de la mention "promotion" accroît la sensibilité au prix et augmente le rejet de la marque pour un prix trop cher."
"en" => "In the article, we want to study existence and valence of the signal given by a promotional communication, usually associated with a price discount. An individual utility model is used to analyze data from a Gabor & Granger price study. Results show that promotion signal increase price sensitivity and rejection rate beacuse the price is too high."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
55 => Essec\Faculty\Model\Contribution {#2299
#_index: "academ_contributions"
#_id: "1119"
#_source: array:18 [
"id" => "1119"
"slug" => "estimation-of-product-category-sales-responsiveness-to-allocated-shelf-space"
"yearMonth" => "1998-01"
"year" => "1998"
"title" => "Estimation of Product Category Sales Responsiveness to Allocated Shelf Space"
"description" => "DESMET, P. et RENAUDIN, V. (1998). Estimation of Product Category Sales Responsiveness to Allocated Shelf Space. <i>International Journal of Research in Marketing</i>, pp. 443-457."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "RENAUDIN V."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 17:55:06"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "443-457"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Pour allouer l'espace magasin entre les différentes catégories de produits, le décideur peut utiliser les élasticités de la demande à l'espace accordé obtenues pour d'autres magasins comparables. Cet article présente des résultats empiriques concernant les élasticités de différents rayons pour une chaîne de magasins populaires. Les résultats montrent que l'élasticité a tendance à s'accroître de manière importante en fonction de la propension à l'achat impulsif et, dans une moindre mesure, à décroître avec la taille du magasin."
"en" => "A retail chain manager has to draw on experience based on data available from his points of sale to diagnose space misallocations in stores and to make recommendations. This paper presents an empirical estimate of shelf-space elasticities from a variety-store chain database at product category level with a share of space vs. share of sales econometric model. It suggests that external influences could explain space elasticity differences. Results show that space-elasticities increase with the impulse buying rate of the product category and do not depend on the type of store."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
56 => Essec\Faculty\Model\Contribution {#2300
#_index: "academ_contributions"
#_id: "1239"
#_source: array:18 [
"id" => "1239"
"slug" => "format-effects-in-volume-discounts-to-consumers"
"yearMonth" => "2007-09"
"year" => "2007"
"title" => "Format Effects in Volume Discounts to Consumers"
"description" => "PARGUEL, B., DE PECHPEYROU, P., SABRI-ZAARAOUI., O. et DESMET, P. (2007). Format Effects in Volume Discounts to Consumers. <i>Journal of Product and Brand Management</i>, 16(5), pp. 348-357."
"authors" => array:4 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "PARGUEL B."
]
2 => array:1 [
"name" => "DE PECHPEYROU P."
]
3 => array:1 [
"name" => "SABRI-ZAARAOUI. O."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2023-01-28 01:00:14"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "348-357"
"volume" => "16"
"number" => "5"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "A partir d'une classification d'une offre promotionnelle sur trois routes (économique, informationnelle et affective) l'article vise à évaluer du point de vue du consommateur, les avantages perçus comparés d'une offre de lot virtuel (NIP) par rapport à l'offre d'un lot pré-formé."
"en" => "Using a classification of benefits and costs of promotional offers along three routes – economic, informational and affective – this paper aims at evaluating, from the consumer's point of view, the relative perceptual disadvantages of separate-item bundles compared to pre-wrapped bundles."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
57 => Essec\Faculty\Model\Contribution {#2301
#_index: "academ_contributions"
#_id: "5317"
#_source: array:18 [
"id" => "5317"
"slug" => "a-multi-stage-methodology-for-the-estimation-of-price-promotion-elasticities-by-regression-method-on-scanner-data-with-a-reduced-bias"
"yearMonth" => "1991-01"
"year" => "1991"
"title" => "A Multi-stage Methodology for the Estimation of Price Promotion Elasticities by Regression Method on Scanner Data with a Reduced Bias"
"description" => "DESMET, P. (1991). A Multi-stage Methodology for the Estimation of Price Promotion Elasticities by Regression Method on Scanner Data with a Reduced Bias."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Communications dans une conférence"
"en" => "Presentations at an Academic or Professional conference"
]
"support_type" => array:2 [
"fr" => null
"en" => null
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
58 => Essec\Faculty\Model\Contribution {#2302
#_index: "academ_contributions"
#_id: "1309"
#_source: array:18 [
"id" => "1309"
"slug" => "hedonic-prices-and-colinearity-an-empirical-comparison-of-statistical-and-neuronal-solutions"
"yearMonth" => "2000-05"
"year" => "2000"
"title" => "Hedonic Prices and Colinearity: An Empirical Comparison of Statistical and Neuronal Solutions"
"description" => "DESMET, P. (2000). Hedonic Prices and Colinearity: An Empirical Comparison of Statistical and Neuronal Solutions. <i>Fuzzy Economic Review: review of the International Association for Fuzzy-set Management and Economy</i>, pp. 61-76."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-07-13 14:30:19"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "61-76"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "La méthode des prix hédoniques est bien adaptée au calcul de prix relatifs et à l'évaluation du rapport qualité prix d'un produit complexe. Sa principale faiblesse réside dans l'utilisation de la régression multiple pour l'estimation des coefficients lorsque les données sont peu nombreuses et les variables corrélées. Dans cet article, différentes méthodes, statistiques et neuronales, sont comparées tant sur le plan de la capacité prédictive que sur celui de la validité faciale des résultats attendus. L'approche neuronale est globalement plus performante que la régression PLS mais aucune des deux méthodes n'apporte de solution acceptable aux problèmes d'interprétation des coefficients (signes et valeurs) issus de la colinéarité."
"en" => "The hedonic price method is well adapted to the calculation of relative prices and the estimation of the quality price relationship for a complex product. The main weakness lies in the use of multiple regression for the evaluation of the coefficients when there is very little data and when the variables are correlated. In this article, various methods, statistical and neuronal, are compared from both the predictive capacity point of view as well as that of the facial validity of the expected results. The neuronal approach is globally more successful than PLS regression but neither of the two methods leads to an acceptable solution to the problems of interpretation of the coefficients (signs and values ) stemming from colinearity."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
59 => Essec\Faculty\Model\Contribution {#2303
#_index: "academ_contributions"
#_id: "1328"
#_source: array:18 [
"id" => "1328"
"slug" => "how-retailer-money-back-guarantees-influence-consumer-preferences-for-retailer-versus-national-brands"
"yearMonth" => "2014-09"
"year" => "2014"
"title" => "How Retailer Money-Back Guarantees Influence Consumer Preferences for Retailer versus National Brands"
"description" => "DESMET, P. (2014). How Retailer Money-Back Guarantees Influence Consumer Preferences for Retailer versus National Brands. <i>Journal of Business Research</i>, 67(9), pp. 1971-1978."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => array:5 [
0 => "Garantie de remboursement"
1 => "Marque de distributeur"
2 => "Prix"
3 => "Relation qualité-prix"
4 => "Satisfaction"
]
"updatedAt" => "2021-02-02 16:16:18"
"publicationUrl" => "https://www.sciencedirect.com/science/article/abs/pii/S0148296313003603"
"publicationInfo" => array:3 [
"pages" => "1971-1978"
"volume" => "67"
"number" => "9"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Les détaillants utilisent souvent des garanties de remboursement pour réduire le risque perçu sur la qualité de la marque et accroître leur part de marché. L'effet de ces garanties sur la qualité perçue du produit et, finalement, la préférence et le choix des produits, dépend de leur valeur et de la crédibilité perçue qui sont aussi liées à d'autres indices extrinsèques, tels que le prix et la marque. L'analyse d'une expérimentation sur un échantillon national de consommateurs montre que, par rapport à une garantie de remboursement simple, l'offre du doublement du remboursement n'augmente pas la préférence relative pour une marque de distributeur par rapport à une marque nationale. En outre, la taille de l'effet d'une garantie de remboursement est faible et modéré par les effets d'autres informations sur la qualité des produits, tels que la taille de l'écart de prix entre les marques. Enfin, l'effet d'une garantie de remboursement diffère selon la relation client-détaillant : l'effet de la garantie est faible pour les clients réguliers d'un distributeur ayant déjà une forte crédibilité."
"en" => "Retailers often use money-back guarantees to reduce consumer perceived risk about brand quality and to increase their market share. The effect of such guarantees on perceived product quality and ultimately preference and product choice depends on their perceived value and credibility, related to other extrinsic clues, such as price and brand. An analysis of an experimental design with a national sample of consumers shows that compared with a simple money-back guarantee, a double money-back guarantee does not further increase the relative preference for a retailer brand over a national brand. Furthermore, the size of the effect of a money-back guarantee is small, moderated by the effects of other information on product quality, such as the size of the price differential between retailer and national brands. Finally, the effect of a money-back guarantee differs, depending on the customer–retailer relationship: A retailer with high credibility can influence regular customers less by guarantees."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
60 => Essec\Faculty\Model\Contribution {#2304
#_index: "academ_contributions"
#_id: "1390"
#_source: array:18 [
"id" => "1390"
"slug" => "interet-et-limites-de-la-vente-par-catalogue-en-collecte-de-fonds"
"yearMonth" => "1996-01"
"year" => "1996"
"title" => "Intérêt et limites de la vente par catalogue en collecte de fonds"
"description" => "DESMET, P. (1996). Intérêt et limites de la vente par catalogue en collecte de fonds. <i>Revue Française du Marketing</i>, pp. 23-32."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-07-13 14:30:22"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "23-32"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Pour accroître leurs ressources, les associations caritatives ont de plus en plus souvent recours à une offre commerciale présentée sur un catalogue. Une étude préliminaire montre que ce catalogue peut avoir des effets négatifs, tant sur le plan qualitatif (image) que sur le plan quantitatif (montant de la collecte de fonds)."
"en" => "To increase their revenues, non profit organizations tend to develop merchandise catalogs and send them to their donors. A preliminary study shows that some adverse effects could harm either from a qualitative point of view (image) or from a quantitative point of view (amount of money and donation frequency)."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
61 => Essec\Faculty\Model\Contribution {#2305
#_index: "academ_contributions"
#_id: "5594"
#_source: array:18 [
"id" => "5594"
"slug" => "comparing-shopping-behavior-in-real-lab-stores-and-virtual-lab-store-desmet-p-bordenvave-r-traynor-j"
"yearMonth" => "2012-05"
"year" => "2012"
"title" => "Comparing Shopping Behavior in Real Lab Stores and Virtual Lab Store (DESMET P., BORDENVAVE R., TRAYNOR J.)"
"description" => "DESMET, P., BORDENVAVE, R. et TRAYNOR, J. (2012). Comparing Shopping Behavior in Real Lab Stores and Virtual Lab Store (DESMET P., BORDENVAVE R., TRAYNOR J.). Dans: 41st EMAC Annual Conference 2012."
"authors" => array:3 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "BORDENVAVE R."
]
2 => array:1 [
"name" => "TRAYNOR J."
]
]
"ouvrage" => "41st EMAC Annual Conference 2012"
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Communications dans une conférence"
"en" => "Presentations at an Academic or Professional conference"
]
"support_type" => array:2 [
"fr" => null
"en" => null
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
62 => Essec\Faculty\Model\Contribution {#2306
#_index: "academ_contributions"
#_id: "5646"
#_source: array:18 [
"id" => "5646"
"slug" => "convincing-consumers-to-sshare-personal-data-money-or-control"
"yearMonth" => "2018-09"
"year" => "2018"
"title" => "Convincing Consumers to Sshare Personal Data: Money or Control ?"
"description" => "WEYDERT, V., DESMET, P. et LANCELOT-MILTGEN, C. (2018). Convincing Consumers to Sshare Personal Data: Money or Control ? Dans: 3rd ETIMM Emerging Trends in Marketing & Management 2018."
"authors" => array:3 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "WEYDERT V."
]
2 => array:1 [
"name" => "LANCELOT-MILTGEN C."
]
]
"ouvrage" => "3rd ETIMM Emerging Trends in Marketing & Management 2018"
"keywords" => []
"updatedAt" => "2021-09-24 10:33:27"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Communications dans une conférence"
"en" => "Presentations at an Academic or Professional conference"
]
"support_type" => array:2 [
"fr" => null
"en" => null
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
63 => Essec\Faculty\Model\Contribution {#2307
#_index: "academ_contributions"
#_id: "1552"
#_source: array:18 [
"id" => "1552"
"slug" => "la-promotion-des-ventes-en-france-evolution-et-revolutions"
"yearMonth" => "1997-01"
"year" => "1997"
"title" => "La Promotion des Ventes en France : Evolution et révolutions"
"description" => "BERNARDET, J., CHANDON, P., DESMET, P., FARGETTE, F., GUILBERT, F. et LAURENT, G. (1997). La Promotion des Ventes en France : Evolution et révolutions. <i>Décisions Marketing</i>, pp. 9-21."
"authors" => array:6 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:3 [
"name" => "LAURENT Gilles"
"bid" => "B00770447"
"slug" => "laurent-gilles"
]
2 => array:1 [
"name" => "BERNARDET JP."
]
3 => array:1 [
"name" => "CHANDON P."
]
4 => array:1 [
"name" => "FARGETTE F."
]
5 => array:1 [
"name" => "GUILBERT F."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 17:55:06"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "9-21"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Cet article collectif a été écrit par un groupe comprenant des praticiens de la promotion et des universitaires. On y retrace d'abord les étapes-clés de l'évolution de la promotion depuis 25 ans. La seconde partie aborde quatre sujets importants : l'évolution de la réglementation, celle des médias utilisés pour la promotion, l'évolution des mesures d'efficacité, les relations entre industriels et distributeurs."
"en" => "This article was written jointly by a group of practitioners and academics. The first part outlines how sales promotions have evolved in France over the last 25 years. The second part tackles four important current topics : changes in legal regulations, changes in promotional media, changes in the measures of promotional effectiveness and the relationships between manufacturers and retailers."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
64 => Essec\Faculty\Model\Contribution {#2308
#_index: "academ_contributions"
#_id: "5781"
#_source: array:18 [
"id" => "5781"
"slug" => "does-loyalty-influence-a-stores-price-image"
"yearMonth" => "2015-12"
"year" => "2015"
"title" => "Does Loyalty Influence a Store's Price-Image?"
"description" => "DESMET, P. (2015). Does Loyalty Influence a Store's Price-Image? Dans: Innovation and Growth Strategies in Marketing Conference (ANZMAC 2015)."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => "Innovation and Growth Strategies in Marketing Conference (ANZMAC 2015)"
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Communications dans une conférence"
"en" => "Presentations at an Academic or Professional conference"
]
"support_type" => array:2 [
"fr" => null
"en" => null
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
65 => Essec\Faculty\Model\Contribution {#2309
#_index: "academ_contributions"
#_id: "1562"
#_source: array:18 [
"id" => "1562"
"slug" => "la-relation-prix-qualite-dans-lautomobile-comparaison-de-methodes-destimation-des-prix-hedoniques"
"yearMonth" => "2000-01"
"year" => "2000"
"title" => "La relation prix-qualité dans l'automobile : comparaison de méthodes d'estimation des prix hédoniques"
"description" => "DESMET, P. et HENDAOUI, F. (2000). La relation prix-qualité dans l'automobile : comparaison de méthodes d'estimation des prix hédoniques. <i>Revue Française du Marketing</i>, pp. 167-179."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "HENDAOUI F."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-07-13 14:30:27"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "167-179"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "La méthode des prix hédoniques a été proposée pour fixer le prix d'un produit complexe, comportant des attributs séparables, ou pour déterminer son prix relatif. Elle repose sur l'évaluation du prix de chaque composante formant cette offre groupée, par une approche statistique des équilibres de marché observés (prix et quantités vendues des alternatives proposées). Elle est utilisée en pratique dans le secteur de l'automobile comme pour les biens durables ou semi-durables (logement, ordinateurs...). L'un des principaux problèmes à résoudre est celui de la validité faciale des valeurs obtenues pour les attributs compte tenu de la multi-colinéarité de ceux-ci. Dans cet article, nous analysons et illustrons l'intérêt pratique de deux méthodes connexionistes, à base de réseaux de neurones multi-couches, par rapport à la méthode traditionnelle de régression linéaire. Les résultats ne permettent pas de conclure à une nette suprériorité de ceux-ci malgré leur plus grande souplesse dans la prise en compte des interactions entre les variables."
"en" => "The hedonic prices method has been proposed to determine the price of a complex product, with several separable attributes, or to evaluate its relative price. It is based on the evaluation of a separate price for each component of the bundle with a statistical approach of market equilibrium. This method is used for automobile and for durable goods as well (computers, apartments...). One of the major drawbacks is the insufficient facial validity of estimated prices, due to a multicolinearity problem. In this paper, we analyze and compare the practical interest of two neural multilayer networks versus linear regression. These results lead us to the conclusion that there is no obvious superiority of neural networks in spite of their higher adaptability to cope with the interactions between the characteristics."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
66 => Essec\Faculty\Model\Contribution {#2310
#_index: "academ_contributions"
#_id: "5893"
#_source: array:18 [
"id" => "5893"
"slug" => "estimation-de-la-relation-surface-vente-pour-la-vente-par-catalogue"
"yearMonth" => "1990-04"
"year" => "1990"
"title" => "Estimation de la relation surface-vente pour la vente par catalogue"
"description" => "DESMET, P. (1990). Estimation de la relation surface-vente pour la vente par catalogue."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Communications dans une conférence"
"en" => "Presentations at an Academic or Professional conference"
]
"support_type" => array:2 [
"fr" => null
"en" => null
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
67 => Essec\Faculty\Model\Contribution {#2311
#_index: "academ_contributions"
#_id: "1667"
#_source: array:18 [
"id" => "1667"
"slug" => "le-lot-virtuel-une-application-dun-marketing-interactif-de-masse"
"yearMonth" => "1999-01"
"year" => "1999"
"title" => "Le Lot Virtuel : une application d'un marketing interactif de masse"
"description" => "DESMET, P. (1999). Le Lot Virtuel : une application d'un marketing interactif de masse. <i>Décisions Marketing</i>, pp. 61-66."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 17:55:06"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "61-66"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Le lot virtuel permet aux producteurs et aux distributeurs de réaliser des économies sur les coûts promotionnels. Il offre de plus de nouvelles opportunités pour un marketing interactif ciblé. Son succès dépend cependant d'abord de l'équipement des distributeurs mais aussi de la perception, de la compréhension et de la confiance accordée par les clients à cette promotion dématérialisée."
"en" => "Virtual bundling allows cost reduction for sales promotion for both producer and retailer as it avoids costs of physical bundling (packaging). Furthermore, this technique constitutes a new opportunity to apply an interactive targeted marketing approach by relating the advantage offered to the real behaviour."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
68 => Essec\Faculty\Model\Contribution {#2312
#_index: "academ_contributions"
#_id: "6017"
#_source: array:18 [
"id" => "6017"
"slug" => "frequentation-des-points-de-vente-analyse-descriptive-preliminaire"
"yearMonth" => "1994-10"
"year" => "1994"
"title" => "Fréquentation des points de vente : analyse descriptive préliminaire"
"description" => "DESMET, P. et VOLLE, P. (1994). Fréquentation des points de vente : analyse descriptive préliminaire."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "VOLLE P."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Communications dans une conférence"
"en" => "Presentations at an Academic or Professional conference"
]
"support_type" => array:2 [
"fr" => null
"en" => null
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
69 => Essec\Faculty\Model\Contribution {#2313
#_index: "academ_contributions"
#_id: "1798"
#_source: array:18 [
"id" => "1798"
"slug" => "les-determinants-du-prix-et-la-representation-mentale-du-consommateur"
"yearMonth" => "2004-01"
"year" => "2004"
"title" => "Les déterminants du prix et la représentation mentale du consommateur"
"description" => "DESMET, P. (2004). Les déterminants du prix et la représentation mentale du consommateur. <i>Revue de la Concurrence et de la Consommation</i>, pp. 15-19."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 17:55:06"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "15-19"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue professionnelle"
"en" => "Professional journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Cet article dresse un panorama des connaissances sur le rôle du prix dans le processus d'achat du consommateur, sur la manière dont le consommateur traite l'information sur le prix ainsi que sur ses réactions face aux tarifs."
"en" => "This article draws up a panorama of current knowledge on the role of price in the consumer buying behavior, on the way in which consumers process price information and on its reactions to prices."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
70 => Essec\Faculty\Model\Contribution {#2314
#_index: "academ_contributions"
#_id: "1838"
#_source: array:18 [
"id" => "1838"
"slug" => "les-methodes-de-mesure-de-limportance-des-criteres-de-satisfaction"
"yearMonth" => "2000-01"
"year" => "2000"
"title" => "Les méthodes de mesure de l'importance des critères de satisfaction"
"description" => "WINDAL, P. et DESMET, P. (2000). Les méthodes de mesure de l'importance des critères de satisfaction. <i>Revue Française du Marketing</i>, pp. 205-220."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "WINDAL P."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-07-13 14:30:35"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "205-220"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "La satisfaction d'un client est un des déterminants de sa fidélité ultérieure et la connaissance de ces déterminants permet à l'entreprise d'améliorer la qualité de son service et d'accroître la durée de la relation avec ses clients. Cependant, la satisfaction est le résultat d'une interaction de service dont les caractéristiques sont très nombreuses et souvent corrélées. Cet article fait une comparaison des différentes techniques de régression permettant de déterminer l'importance des critères en fonction de la satisfaction mesurée par sondage. Une comparaison empirique sur les critères de validité convergente, de stabilité et de dispersion des poids montre la supériorité de la régression PLS et de la régression séquentielle pas-à-pas."
"en" => "Customer satisfaction has a major influence on customer loyalty and knowing its determinants enables the manager to improve his quality of service and the customer lifetime value. Nevertheless, customer satisfaction is the result of a service encounter whose characteristics are numerous and often correlated. This paper describes the principle, characteristics and performance of several regression techniques in order to determine the weight of criteria, with satisfaction data collected by questionnaire. An empirical comparison on convergent validity, stability and dispersion of weights draws to the conclusion of the superiority of PLS and sequential stepwise regression."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
71 => Essec\Faculty\Model\Contribution {#2315
#_index: "academ_contributions"
#_id: "1861"
#_source: array:18 [
"id" => "1861"
"slug" => "les-prix-en-euro-questions-methodes-et-premiers-resultats"
"yearMonth" => "2002-01"
"year" => "2002"
"title" => "Les prix en euro : questions, méthodes et premiers résultats"
"description" => "DESMET, P. (2002). Les prix en euro : questions, méthodes et premiers résultats. <i>Décisions Marketing</i>, pp. 7-16."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 17:55:06"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "7-16"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "L'arrivée de l'euro en 2002, et le retrait du franc, ont été anticipés dans de nombreuses entreprises pour toutes les dimensions opérationnelles (salaires, facturation et comptabilité par exemple). Pour la politique de prix, l'entreprise doit déterminer, au-delà de la conversion légale obligatoire, les prix qui seront pratiqués en euros en tenant compte des conséquences en termes de marge unitaire et de demande. Cet article ne concerne que la politique de prix et présente les grandes questions concernant les effets de l'euro, les catégories de méthodes utilisables pour éclairer les choix et les premiers résultats."
"en" => "The arrival in France of the euro in 2002, and the withdrawal of the franc, have been anticipated within many companies in all operational areas (payroll, billing and accounting for example). As far as price policy is concerned, the company must determine, beyond the compulsory legal conversion, the prices that will be set in euros, taking into account the consequences in terms of both unitary margin and demand. This article is dealing only with price policy, and puts forward the most important questions, these relate to the effects of the euro and categories of method that could be used to clarify choices, along with the limited number of early results that have been published."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
72 => Essec\Faculty\Model\Contribution {#2316
#_index: "academ_contributions"
#_id: "1896"
#_source: array:18 [
"id" => "1896"
"slug" => "leuro-conversion-de-prix-ou-remise-en-cause-des-strategies-marketing"
"yearMonth" => "1998-01"
"year" => "1998"
"title" => "L'Euro : conversion de prix ou remise en cause des stratégies marketing ?"
"description" => "DESMET, P. et ZOLLINGER, M. (1998). L'Euro : conversion de prix ou remise en cause des stratégies marketing ? <i>Décisions Marketing</i>, pp. 7-16."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "ZOLLINGER M."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 17:55:06"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "7-16"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Le passage à la monnaie unique Européenne, l'Euro, nécessite une bonne gestion de la transition de la part des entreprises, tant sur le plan interne que sur le plan externe, compte tenu de l'importance de la communication nécessaire pour obtenir la confiance des consommateurs. Ce changement de monnaie, par l'unification du marché Européen, modifie profondément non seulement la politique de prix, mais aussi, par rebond, la politique de produit et la stratégie marketing internationale."
"en" => "Conversion to the single European currency, the euro, requires good management of the transition on the part of companies, both internally and externally, taking into account the importance of communication which is necessary to win consumer confidence. Through the unification of the European market, this change of currency radically alters not only price policy but also, through a rebound effect, product policy and international marketing strategy."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
73 => Essec\Faculty\Model\Contribution {#2317
#_index: "academ_contributions"
#_id: "2045"
#_source: array:18 [
"id" => "2045"
"slug" => "merchandising-and-the-life-cycle-of-books-sold-by-mail"
"yearMonth" => "1995-06"
"year" => "1995"
"title" => "Merchandising and the Life Cycle of Books Sold by Mail"
"description" => "DESMET, P. (1995). Merchandising and the Life Cycle of Books Sold by Mail. <i>Journal of Interactive Marketing</i>, pp. 61-71."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 17:55:06"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "61-71"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "La décision d'allocation de la surface d'un catalogue est une décision fondamentale en vente par correspondance. L'impact sur les ventes du prix ainsi que de la surface catalogue attribuée à des livres vendus par correspondance sont analysés à différentes étapes du cycle de vie du produit (nouveauté ou reprise). L'analyse économétrique d'un échantillon longitudinal de plus de 700 observations confirme que l'élasticité prix pour les ouvrages repris est plus élevée que celle des nouveaux livres et que l'élasticité à la réduction de prix promotionnelle est supérieure à celle du prix normal. A contrario, l'élasticité à la surface reste stable. L'étude montre en outre que certains résultats obtenus en publicité sur l'impact des variables mécaniques de présentation (encadrement, page droite/page gauche,...) sont aussi valables pour le catalogue."
"en" => "The allocation of space is a major decision in the catalog business. It depends on the demand function and on management constraints. Sales elasticities with respect to price and to the catalog space allocated to books sold by mail order are measured at different stages of the product's life cycle. Econometric analysis of a sample of more than 700 observations for books sold by a French catalog club confirms that price elasticity is higher for repeats than for new books. Surprisingly, space elasticity is stable for both groups. The study also concludes that some results obtained in advertising research on the effect of the so called "mechanical variables" of catalog display (frame, left/right page,...) are also valid for catalogs."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
74 => Essec\Faculty\Model\Contribution {#2318
#_index: "academ_contributions"
#_id: "1058"
#_source: array:18 [
"id" => "1058"
"slug" => "editeur-invite-dun-numero-special"
"yearMonth" => "1994-01"
"year" => "1994"
"title" => "Editeur invité d'un numéro spécial"
"description" => "DESMET, P. et DUBOIS, P.L. (1994). Editeur invité d'un numéro spécial. <i>Recherche et Applications en Marketing</i>."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "DUBOIS P.L."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 17:55:06"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
75 => Essec\Faculty\Model\Contribution {#2319
#_index: "academ_contributions"
#_id: "1117"
#_source: array:18 [
"id" => "1117"
"slug" => "estimation-de-la-relation-surface-vente-pour-la-vente-par-catalogue"
"yearMonth" => "1991-01"
"year" => "1991"
"title" => "Estimation de la relation surface-vente pour la vente par catalogue"
"description" => "DESMET, P. (1991). Estimation de la relation surface-vente pour la vente par catalogue. <i>Recherche et Applications en Marketing</i>, pp. 67-81."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 17:55:06"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "67-81"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
76 => Essec\Faculty\Model\Contribution {#2320
#_index: "academ_contributions"
#_id: "582"
#_source: array:18 [
"id" => "582"
"slug" => "a-study-of-the-potential-effects-of-the-conversion-to-euro"
"yearMonth" => "2002-01"
"year" => "2002"
"title" => "A study of the Potential Effects of the Conversion to Euro"
"description" => "DESMET, P. (2002). A study of the Potential Effects of the Conversion to Euro. <i>Journal of Product and Brand Management</i>."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-07-13 14:29:58"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Des recherches récentes confirment que l'utilisation de la nouvelle monnaie européenne, l'euro, peut créer un effet d'illusion monétaire : exprimés en euros, les prix perçus semblent plus bas et l'élasticité prix diminue. Mais ces recherches concluent aussi à la complexité de la relation entre les prix, l'unité monétaire et le comportement car les effets d'illusion monétaire peuvent augmenter ou diminuer la demande pour des marques spécifiques. Cet article teste l'hypothèse que l'importance de l'effet d'illusion dépend du pays et est reliée positivement au niveau du taux de conversion. Par l'utilisation de la méthode de Gabor et Granger à un produit d'équipement ménager sur deux pays, l'un avec un taux de conversion élevé (Espagne) l'autre avec un taux de conversion faible (Allemagne), l'article montre un effet d'illusion avec un accroissement de l'intention d'achat quand les prix sont en euros en Allemagne mais non en Espagne. L'hypothèse d'une relation positive entre le taux de conversion et l'illusion monétaire ne peut donc être retenue et d'autres hypothèses, comme la difficulté du taux de conversion, sont avancées."
"en" => "Early research work confirms that the use of the new European currency, the euro, could create an effect of money illusion: expressed in euros, perceived prices seem lower and price elasticity diminished. But it also concludes on the complexity of the relationship between prices, currency unit and behavior as the money illusion effect can either increase or decrease demand for specific brands. Tests the assumption that the size of the money illusion could vary by country and is positively related to the level of the conversion rate. Applies the Gabor and Granger method to the price of an item of domestic equipment in two countries, one with a big conversion rate (Spain), and one with a small conversion rate (Germany). Observes a money illusion effect is observed with an increase in intention to buy when the prices are expressed in euros in Germany but, as this effect is not observed in Spain, concludes that a positive relationship between money illusion and conversion rate cannot be accepted and proposes alternative hypotheses, such as the difficulty of the conversion."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
77 => Essec\Faculty\Model\Contribution {#2321
#_index: "academ_contributions"
#_id: "666"
#_source: array:18 [
"id" => "666"
"slug" => "are-emotions-consequences-of-affective-expectations-a-commentary-essay"
"yearMonth" => "2010-08"
"year" => "2010"
"title" => "Are Emotions Consequences of Affective Expectations? A Commentary Essay"
"description" => "DESMET, P. (2010). Are Emotions Consequences of Affective Expectations? A Commentary Essay. <i>Journal of Business Research</i>, 63(8), pp. 903-904."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => array:4 [
0 => "Emotion"
1 => "Evaluation"
2 => "Magasin Virtuel"
3 => "Modèle PAD"
]
"updatedAt" => "2021-02-02 16:16:18"
"publicationUrl" => "https://www.sciencedirect.com/science/article/abs/pii/S0148296309002380"
"publicationInfo" => array:3 [
"pages" => "903-904"
"volume" => "63"
"number" => "8"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Dans ce numéro, un article réinterprète le modèle PAD (plaisir, excitation, contrôle) et conclue que seule la dimension plaisir est importante et que la réflexion précède le plaisir (Massara et al. 2009). Une telle ré-interprétation du modèle PAD, dans lequel l’émotion ne serait qu’un simple signal de la nécessité d’un ajustement, pose plusieurs questions. Le cadre théorique devrait comprendre un plus grand nombre de dimensions et inclure les variables individuelles qui modèrent le lien entre l’excitation et le plaisir. Sur la plan méthodologique, le scénario utilitaire retenu (courses alimentaires dans un magasin virtuel) est peu cohérent avec un cadre émotionnel et le rôle des éléments d’environnement est suffisamment important pour stimuler une analyse d’abord cognitive de la situation."
"en" => "This issue contains a reinterpretation of the pleasure–arousal–dominance (PAD) model that states only pleasure is pertinent and that cognition precedes pleasure (see Massara et al., 2009). However, such a reinterpretation of the PAD model, in which emotion is a simple signal of the need for an adjustment, suffers from some serious challenges. According to appraisal tendency theory, the theoretical framework should include many more dimensions, as well as individual variables that moderate the link between arousal and pleasure. From a methodological perspective, the utilitarian scenario (grocery shopping in a virtual store) actually appears in an emotional framework, and the atmospherics are sufficiently invasive to stimulate a cognitive appraisal of the situation."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
78 => Essec\Faculty\Model\Contribution {#2322
#_index: "academ_contributions"
#_id: "672"
#_source: array:18 [
"id" => "672"
"slug" => "ask-and-ye-shall-receive-the-effect-of-the-appeals-scale-on-consumers-donation-behavior"
"yearMonth" => "2003-01"
"year" => "2003"
"title" => "Ask and Ye Shall Receive: The Effect of the Appeals Scale on Consumers' Donation Behavior"
"description" => "DESMET, P. (2003). Ask and Ye Shall Receive: The Effect of the Appeals Scale on Consumers' Donation Behavior. <i>Journal of Economic Psychology</i>, pp. 349-376."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 17:55:06"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "349-376"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Les managers en collecte de fonds font face à un challenge permanent pour obtenir des dons de personnes ayant ou non déjà donné auparavant. Plutôt que de demander aux répondants ce qu'ils souhaitent donner, la pratique habituelle est de proposer une échelle de sollicitation. Le lien entre ce qui est demandé et ce qui est obtenu est étudié par une expérimentation à partir d'une base de données de donateurs pour une association caritative française. Un modèle bayésien par segment met en évidence l'effet de l'échelle utilisée ainsi que l'effet de valeurs "rondes" telles que celles figurant sur les billets de banque, sur la distribution des dons."
"en" => "Managers in the fundraising sector face the constant challenge of solliciting donations from a population who may or may not have donated before. Rather than merely asking respondents what they wish to donate, it is standard practice to present a set of suggested amounts -the appeals scale- in making donation requests. With a large scale field trial, coupled with a donation database from a French charity, we find with a segment-level Bayesian model, a very significant influence of the appeals scale and of 'round' scale values, such as those appearing on common bank notes, on distribution of donations."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
79 => Essec\Faculty\Model\Contribution {#2323
#_index: "academ_contributions"
#_id: "673"
#_source: array:18 [
"id" => "673"
"slug" => "asking-for-less-to-obtain-more"
"yearMonth" => "1999-01"
"year" => "1999"
"title" => "Asking for Less to Obtain More"
"description" => "DESMET, P. (1999). Asking for Less to Obtain More. <i>Journal of Interactive Marketing</i>, pp. 55-65."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 17:55:06"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "55-65"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Pour faire face à la baisse de la collecte, les associations caritatives mettent en place une approche rigoureuse pour leurs décisions de ciblage et de communication dans l'appel de fonds. Les résultats d'études antérieures montrent que la manipulation des échelles de don influence les résultats de la collecte. Cette étude est réalisée dans un cadre expérimental et prend en compte le comportement antérieur du donateur. Les résultats montrent que seules certaines parties de l'échelle de don peuvent influencer le montant de la collecte ou le nombre de dons et que le comportement antérieur est un prédicteur puissant."
"en" => "In response to a drop in collected funds, charitable associations have implemented a rigorous approach to the target decisions and communication for fundraising. Prior studies have shown that manipulating the scale of donations influences the collection results. This study was carried out within an experimental framework and takes into account the donors' previous behavior. Results show that only certain parts of the scale of donations can influence the amount collected or the number of donations and that prior behaviour is a powerful predictor."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
80 => Essec\Faculty\Model\Contribution {#2324
#_index: "academ_contributions"
#_id: "2050"
#_source: array:18 [
"id" => "2050"
"slug" => "mesurer-les-effets-promotionnels-par-lutilisation-de-la-zone-dexperimentation-scannel"
"yearMonth" => "1991-01"
"year" => "1991"
"title" => "Mesurer les effets promotionnels par l'utilisation de la zone d'expérimentation Scannel"
"description" => "DESMET, P. et LE ROY, I. (1991). Mesurer les effets promotionnels par l'utilisation de la zone d'expérimentation Scannel. <i>Recherche et Applications en Marketing</i>, pp. 27-51."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "LE ROY I."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 17:55:06"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "27-51"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
81 => Essec\Faculty\Model\Contribution {#2325
#_index: "academ_contributions"
#_id: "731"
#_source: array:18 [
"id" => "731"
"slug" => "brand-and-design-effects-on-new-product-evaluation-at-the-concept-stage"
"yearMonth" => "2017-06"
"year" => "2017"
"title" => "Brand and Design Effects on New Product Evaluation at the Concept Stage"
"description" => "HERBETH, N., DESSALLES, S. et DESMET, P. (2017). Brand and Design Effects on New Product Evaluation at the Concept Stage. <i>Journal of Marketing Management</i>, 1(5), pp. 21-26."
"authors" => array:3 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "HERBETH N."
]
2 => array:1 [
"name" => "DESSALLES S."
]
]
"ouvrage" => ""
"keywords" => array:7 [
0 => "Product design"
1 => "New product"
2 => "Brand equity"
3 => "Emotion"
4 => "Car"
5 => "Anchoring effect"
6 => "Hedonic evaluation."
]
"updatedAt" => "2021-09-24 10:33:27"
"publicationUrl" => "http://jmm-net.com/journals/jmm/Vol_5_No_1_June_2017/3.pdf"
"publicationInfo" => array:3 [
"pages" => "21-26"
"volume" => "1"
"number" => "5"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "La valeur de la marque est un élément déterminant dans l'évaluation d'un nouveau produit. Cette recherche vise à mesurer la contribution de la marque à un stade précoce de développement du produit, le stade du design concept. Dans un cadre expérimental la présence/absence de la marque est combinée avec quatre concepts de voiture qui sont évalués globalement ainsi que sur les dimensions fonctionnelles et hédoniques et les émotions générées. Les résultats montrent qu'à ce stade de développement, l'effet direct de la marque anticipé par la théorie de l'ancrage est globalement faible par rapport à l'effet du design et qu'il est modéré par la typicalité. L'étude révèle non seulement la spécificité des médiateurs pour la marque (fonctionnel) et le design (hédonique) mais aussi le rôle médiateur général des émotions entre les évaluatsions fonctionnelles et hédoniques et l'évaluation globale du concept."
"en" => "Brand equity provides a high contribution to new product evaluation in consumption situations. The present study aims at measuring the brand contribution to the evaluation of a design concept at an early stage of the new product development process. The experimental design crosses four car concepts assessed on functional and hedonic dimensions, emotions and overall liking, and the brand of a generalist car maker. Results show that at this stage the direct effect of the brand hypothesized by the anchoring effect is moderated by typicality and weak compared to the design effect. In fact, the overall brand effect is mainly mediated by emotions. Furthermore, brand equity and design are working through different intermediate evaluations, functional for the brand and hedonic for the design. Finally results also emphasize that emotion is a key mediating variable between functional and hedonic evaluations and overall liking."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
82 => Essec\Faculty\Model\Contribution {#2326
#_index: "academ_contributions"
#_id: "766"
#_source: array:18 [
"id" => "766"
"slug" => "catalog-space-allocation-at-the-department-level"
"yearMonth" => "1992-12"
"year" => "1992"
"title" => "Catalog Space Allocation at the Department Level"
"description" => "DESMET, P. (1992). Catalog Space Allocation at the Department Level. <i>Journal of Interactive Marketing</i>, pp. 7-18."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 17:55:06"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "7-18"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Les règles empiriques et normatives d'allocation de l'espace catalogue sont décrites et les hypothèses sous-jacentes quant à la fonction de demande sont exposées. Pour la détermination de la fonction de demande, l'intérêt et les limites de deux méthodes d'estimation, approche historique et calcul décisionnel, sont étudiés lors d'une application pratique. La règle empirique de l'allocation de l'espace en fonction du profit semble un bon point de départ et peut être améliorée quand les élasticités, assez peu stables, sont connues avec plus de précision."
"en" => "In this paper we describe empirical and normative rules for the space allocation in catalogs and the underlying assumptions regarding the demand function. Usefulness and limitations of the two approaches for measuring demand response functions are studied from an empirical point of view. The empirical space allocation rule, space as a percentage of profit, seems to be a good starting point and can be improved as the rather unstable elasticities are better known."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
83 => Essec\Faculty\Model\Contribution {#2327
#_index: "academ_contributions"
#_id: "773"
#_source: array:18 [
"id" => "773"
"slug" => "challenges-and-pitfalls-for-direct-mail-across-borders-the-european-example"
"yearMonth" => "1996-01"
"year" => "1996"
"title" => "Challenges and Pitfalls for Direct Mail Across Borders : The European Example"
"description" => "DESMET, P. et XARDEL, D. (1996). Challenges and Pitfalls for Direct Mail Across Borders : The European Example. <i>Journal of Interactive Marketing</i>, pp. 48-60."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "XARDEL D."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 17:55:06"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "48-60"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Le publipostage international ne cesse de se développer en Europe, souvent par des entreprises opérant simultanément dans différents pays. Les efforts de globalisation et de libéralisation des marchés vont de pair mais soulignent le rôle essentiel de la logistique et de la prise en compte de la spécificité de chaque pays. Cet article étudie le choix entre les différentes solutions : dépôt direct ou repostage avec comme opérateur un service des postes ou des transporteurs."
"en" => "Mail order companies continue their development in Europe, often operating simultaneously in different countries. Both globalization efforts and liberalization from public monopolies can be observed. Logistics and cross border organisations play a key role as to the consideration of market specifics for each country."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
84 => Essec\Faculty\Model\Contribution {#2328
#_index: "academ_contributions"
#_id: "833"
#_source: array:18 [
"id" => "833"
"slug" => "comparaison-de-la-predictivite-dun-reseau-de-neurones-a-retropropagation-avec-celles-des-methodes-de-regression-lineaire-logistique-et-aid-pour-le-calcul-des-scores-en-marketing-direct"
"yearMonth" => "1996-01"
"year" => "1996"
"title" => "Comparaison de la prédictivité d'un réseau de neurones à rétropropagation avec celles des méthodes de régression linéaire, logistique et AID pour le calcul des scores en marketing direct"
"description" => "DESMET, P. (1996). Comparaison de la prédictivité d'un réseau de neurones à rétropropagation avec celles des méthodes de régression linéaire, logistique et AID pour le calcul des scores en marketing direct. <i>Recherche et Applications en Marketing</i>, pp. 17-27."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 17:55:06"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "17-27"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Par rapport aux méthodes statistiques classiques (régression linéaire, régression logistique, segmentation, analyse discriminante), les avantages des réseaux de neurones à rétropropagation sont connus et nombreux (effets non linéaires, pas d'hypothèses sur la distribution des variables, résistance aux valeurs manquantes ou aberrantes). Cependant les conditions de mise en oeuvre et la supériorité réelle en prédiction ne sont encore que peu documentées. L'article relève les recherches précédentes sur les analyses comparatives effectuées en marketing et présente les résultats obtenus pour la prédiction d'un comportement dans le domaine de la collecte de fonds."
"en" => "In comparison with other statistical methods (MCO, logistic regression, disciminant analysis, AID), the advantages of a neural network with retropropagation are numerous and well known (non linear effects, distribution free variables, low sensibility to outlyers or missing variables). However, implementation and efficiency have not yet received a strong interest. The paper reviews comparative analyses and presents the results obtained in predicting a behavior in Fund raising."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
85 => Essec\Faculty\Model\Contribution {#2329
#_index: "academ_contributions"
#_id: "2924"
#_source: array:18 [
"id" => "2924"
"slug" => "actes-du-3eme-colloque-doctoral-afm"
"yearMonth" => "2003-01"
"year" => "2003"
"title" => "Actes du 3ème Colloque Doctoral AFM"
"description" => "AURIER, P. et DESMET, P. (2003). <i>Actes du 3ème Colloque Doctoral AFM</i>. ESSEC Business School, 223 pages."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "AURIER P."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-09-06 14:06:32"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Livres"
"en" => "Books"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
86 => Essec\Faculty\Model\Contribution {#2330
#_index: "academ_contributions"
#_id: "2932"
#_source: array:18 [
"id" => "2932"
"slug" => "analyse-des-decisions-marketing-avec-lotus-1-2-3-g-lilien-ed-p-desmet-trad"
"yearMonth" => "1987-01"
"year" => "1987"
"title" => "Analyse des décisions marketing avec Lotus 1-2-3 (G.LILIEN, ed. - P.DESMET, trad.)"
"description" => "DESMET, P. (1987). <i>Analyse des décisions marketing avec Lotus 1-2-3 (G.LILIEN, ed. - P.DESMET, trad.)</i>. Economica."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-09-06 14:06:32"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Livres"
"en" => "Books"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
87 => Essec\Faculty\Model\Contribution {#2331
#_index: "academ_contributions"
#_id: "3219"
#_source: array:18 [
"id" => "3219"
"slug" => "marketing-direct-concepts-et-methodes"
"yearMonth" => "1995-01"
"year" => "1995"
"title" => "Marketing direct - Concepts et méthodes"
"description" => "DESMET, P. (1995). <i>Marketing direct - Concepts et méthodes</i>. Nathan, 350 pages."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-09-06 14:06:32"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Livres"
"en" => "Books"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "L'ouvrage replace le marketing direct dans la stratégie marketing. Dans le cadre de la mise en oeuvre, les concepts du marketing relationnel et les outils nécessaires sont présentés et illustrés."
"en" => "The book presents direct marketing concepts and relates them to marketing strategy. Relationship marketing concepts and useful tools are described and illustrated to ensure a good implementation."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
88 => Essec\Faculty\Model\Contribution {#2332
#_index: "academ_contributions"
#_id: "989"
#_source: array:18 [
"id" => "989"
"slug" => "differences-de-comportement-dachat-entre-des-magasins-laboratoires-reels-et-virtuels"
"yearMonth" => "2013-07"
"year" => "2013"
"title" => "Différences de comportement d'achat entre des magasins laboratoires réels et virtuels"
"description" => "DESMET, P., BORDENAVE, R. et TRAYNORV, J. (2013). Différences de comportement d'achat entre des magasins laboratoires réels et virtuels. <i>Recherche et Applications en Marketing</i>, 28(2), pp. 71-86."
"authors" => array:3 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "BORDENAVE R."
]
2 => array:1 [
"name" => "TRAYNORV J."
]
]
"ouvrage" => ""
"keywords" => array:4 [
0 => "Comportement d’achat en magasin"
1 => "Expérimentation"
2 => "Magasin laboratoire"
3 => "Magasin Virtuel"
]
"updatedAt" => "2021-02-02 16:16:18"
"publicationUrl" => "https://journals.sagepub.com/doi/abs/10.1177/0767370113480318?journalCode=rama"
"publicationInfo" => array:3 [
"pages" => "71-86"
"volume" => "28"
"number" => "2"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Pour tester des initiatives marketing en magasin (packaging, prix, …), un magasin laboratoire virtuel (3D) offre une alternative attractive sur le plan opérationnel au magasin laboratoire réel. Par une comparaison sur des échantillons contrôlés, cette recherche montre que les mesures attitudinales sont identiques mais aussi qu’il existe des différences significatives sur les comportements en magasin et l’attention au prix et que celles-ci dépendent de l’achat habituel de la marque."
"en" => "To reduce costs and facilitate implementation, a virtual 3D test store offers an attractive alternative to a physical test store for marketers interested in testing in-store–based marketing initiatives (e.g., packaging, price). With a comparison of controlled samples, this study shows that consumers’ declared attitudes toward the two types of test stores are the same. However, significant differences arise in their in-store purchasing behaviors and level of attention to price information. These differences are moderated by consumers’ habitual purchases of the focal brand. The findings thus have key implications for both marketing research and practice."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
89 => Essec\Faculty\Model\Contribution {#2333
#_index: "academ_contributions"
#_id: "991"
#_source: array:18 [
"id" => "991"
"slug" => "differential-effects-of-price-beating-versus-price-matching-guarantee-on-retailers-price-image"
"yearMonth" => "2005-01"
"year" => "2005"
"title" => "Differential Effects of Price-beating Versus Price-matching Guarantee on Retailers' Price Image"
"description" => "DESMET, P. et LE NAGARD, E. (2005). Differential Effects of Price-beating Versus Price-matching Guarantee on Retailers' Price Image. <i>Journal of Product and Brand Management</i>, pp. 393-399."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-07-13 14:30:10"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "393-399"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Le but du papier est d'étudier l'effet d'une garantie de remboursement des prix sur l'image de l'enseigne, et sur l'intention de revenir dans cette enseigne. Deux types de garantie de remboursement des prix sont étudiés, une garantie de remboursement de la différence simple, et une garantie de sur-remboursement, où le magasin offre une compensation (ici, dix fois la différence)."
"en" => "The purpose is to study the effect of a low-price guarantee (PG) on store price image and store patronage intention. Two kinds of low-price guarantee are studied, a price-matching guarantee (PMG) where the price difference is refunded and a price-beating guarantee (PBG) where a retailer offers an additional compensation (in this case ten times the price difference)."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
90 => Essec\Faculty\Model\Contribution {#2334
#_index: "academ_contributions"
#_id: "4888"
#_source: array:18 [
"id" => "4888"
"slug" => "modeling-reaction-to-a-pricing-scale-an-application-to-requests-for-charitable-donations"
"yearMonth" => "1998-11"
"year" => "1998"
"title" => "Modeling Reaction to a Pricing Scale: An Application to Requests for Charitable Donations"
"description" => "DESMET, P. (1998). Modeling Reaction to a Pricing Scale: An Application to Requests for Charitable Donations. Dans: <i>ANZMAC98</i>. University of Otago."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => "ANZMAC98"
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Comprendre l'influence du contexte de choix est un objectif important qui peut conduire à modifier la communication pour mieux comprendre le cadre perceptuel et mettre en valeur des avantages spécifiques. Cette recherche étudie l'influence d'une échelle de sollicitation de don envoyée par courrier sur le comportement du donateur. Les autres facteurs pouvant influencer le comportement sont contrôlés dans un plan d'expérience et différentes échelles de sollicitation sont testées. Les résultats montrent qu'à un niveau agrégé l'échelle de sollicitation n'a qu'une influence réduite sur l'efficacité du mailing. Cependant un modèle expliquant la distribution des dons montrer que, d'une part, l'effet de l'échelle sur le comportement est réel et que, d'autre part, le contrôle de l'hétérogénéité des donateurs est indispensable car son effet est beaucoup plus important que celui de l'échelle testée."
"en" => "Understanding the influence of context on choice is an important goal, one which must result in communications giving greater weight to the framework to be created than to putting forward specific advantages. In this research, we study the influence of the price scale proposed to obtain a donation by a mail request on the donor's behavior. Factors which influence the behavior at the individual level, as past behavior, are controlled within an experimental frame and several price scales are tested. The results show that, at the agregate level, the price scale has only a small impact on the mailing efficiency. But, with a model explaining the donation distribution, we demonstrate first the influence of the 'appeals scale' on donor behavior. Second, we show the need for controlling underlying heterogeneity as past behavior has a far more important role than the scale modification."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
91 => Essec\Faculty\Model\Contribution {#2335
#_index: "academ_contributions"
#_id: "4894"
#_source: array:18 [
"id" => "4894"
"slug" => "motivations-for-participation-and-e-wom-among-supporters-of-crowdfunding-campaigns"
"yearMonth" => "2015-12"
"year" => "2015"
"title" => "Motivations for Participation and E-WOM Among Supporters of Crowdfunding Campaigns"
"description" => "DESMET, P. (2015). Motivations for Participation and E-WOM Among Supporters of Crowdfunding Campaigns. Dans: <i>Innovation and Growth Strategies in Marketing Conference (ANZMAC 2015)</i>. Australian and New Zealand Marketing Academy (ANZMAC)."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => "Innovation and Growth Strategies in Marketing Conference (ANZMAC 2015)"
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
92 => Essec\Faculty\Model\Contribution {#2336
#_index: "academ_contributions"
#_id: "4955"
#_source: array:18 [
"id" => "4955"
"slug" => "perceived-quality-in-a-multi-channel-environment-impact-of-website-visits-on-perceived-in-store-quality"
"yearMonth" => "2006-05"
"year" => "2006"
"title" => "Perceived Quality in a Multi-channel Environment: Impact of Website Visits on Perceived In-store Quality"
"description" => "ROLLAND, S. et DESMET, P. (2006). Perceived Quality in a Multi-channel Environment: Impact of Website Visits on Perceived In-store Quality. Dans: <i>Services Management - La Londes seminar. Services Management 2006</i>. IAE Aix-en-Provence."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "ROLLAND S."
]
]
"ouvrage" => "Services Management - La Londes seminar. Services Management 2006"
"keywords" => array:6 [
0 => "Distribution"
1 => "Distribution multi-canal"
2 => "Experimentation"
3 => "Expérimentation"
4 => "Qualité"
5 => "Satisfaction"
]
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "L'étude statistique de deux échantillons de clients ayant ou non visité le site web d'un distributeur montre que les évaluations de la qualité suite à la visite en magasin ne sont pas différentes selon la visite du sit web mais que la pondération des dimensions de la qualité n'est pas la même sur les deux groupes."
"en" => "Statistical analysis of two customers samples for a retailer, one with a visit of the internet site the other not, showw that evaluation of perceived in-store quality is not different but that importances given to the dimensions are different amongst the two groups."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
93 => Essec\Faculty\Model\Contribution {#2337
#_index: "academ_contributions"
#_id: "4958"
#_source: array:18 [
"id" => "4958"
"slug" => "perception-of-a-price-increase-according-to-its-expression-in-francs-or-euros"
"yearMonth" => "1999-05"
"year" => "1999"
"title" => "Perception of a Price Increase According to its Expression in Francs or Euros"
"description" => "DESMET, P. (1999). Perception of a Price Increase According to its Expression in Francs or Euros. Dans: <i>Marketing and Competition in the Information Age-28th EMAC Conference</i>. Humboldt University, Berlin."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => "Marketing and Competition in the Information Age-28th EMAC Conference"
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Le passage à l'Euro pourrait modifier la perception des prix par les consommateurs, dans le sens de la perception d'une différence plus faible lorsque les prix sont convertis en Euros. Pour la politique de prix, les conséquences de cet "effet d'accordéon" sont importantes notamment pour les marques de distributeurs qui doivent s'assurer un différentiel de prix par rapport aux marques nationales. Une étude expérimentale, mais exploratoire, car menée sur un échantillon de convenance, montre que l'écart perçu entre un prix de référence et un prix proposé dépend non seulement du pourcentage d'accroissement du prix mais aussi du prix initial en valeur absolue. Elle confirme aussi une perception plus faible des prix en Euros par rapport au prix en Francs, confirmant ainsi la vraisemblance d'un "effet d'accordéon" lors du passage à l'Euro."
"en" => "Changing into the euro may modify consumers' perception of prices, in the sense of their perceiving a smaller difference when prices are converted into euros. With regard to pricing policy, the consequences of this "accordion effect" are important, notably for distributor brands, which have to ensure a price differential in relation to national brands. An experimental study, carried out in an exploratory fashion on a convenience sampling, shows that the gap perceived between the reference price and the proposed price depends not only on the percentage increase of the price but also on the initial price in terms of absolute value. It also confirms the perception of a lower price when expressed in euros as opposed to francs, thus confirming the likelihood of an accordion effect when the transition to the euro occurs."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
94 => Essec\Faculty\Model\Contribution {#2338
#_index: "academ_contributions"
#_id: "4962"
#_source: array:18 [
"id" => "4962"
"slug" => "performance-relative-des-reseaux-statistiques-a-apprentissage-application-a-la-relation-prix-qualite-dans-lautomobile"
"yearMonth" => "1998-11"
"year" => "1998"
"title" => "Performance relative des réseaux statistiques à apprentissage : application à la relation prix-qualité dans l'automobile"
"description" => "DESMET, P. (1998). Performance relative des réseaux statistiques à apprentissage : application à la relation prix-qualité dans l'automobile. Dans: <i>Cinquième Rencontre Internationale. ACSEG</i>. Financial Management Association (FMA)."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => "Cinquième Rencontre Internationale. ACSEG"
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Pour résoudre les problèmes de topologie posés par les approches connexionnistes, une nouvelle approche a été proposée par la combinaison des règles de l'induction et de l'estimation statistique des coefficients des neurones de chaque couche. Cette recherche compare les résultats obtenus avec ces réseaux statistiques à apprentissage (NSL) avec ceux de méthodes traditionnelles, telles que la régression, et ceux de réseaux de neurones utilisant la méthode du gradient. Les méthodes sont mises en œuvre pour la détermination de la relation prix-qualité d'un produit complexe, l'automobile, selon la démarche des prix hédoniques. Cette application conduit à un jugement très réservé sur la supériorité de la performance de NSL tant par rapport à la statistique classique que par rapport aux réseaux de neurones."
"en" => "The design and topology of a Neural network is still an important and difficult task. To solve this problem, new approaches are proposed, and specially a combination of induction rules with a statistical estimation of the coefficients. This research aims to compare an algorithm of this SLN approach with traditional methods (Regression and classical BP neural net). An application on the price-quality relationship for the English automobile market drives to the conclusion that the claimed superiority of the approach is not validated as the performance of the GMDH method is inferior, compared to BP Neural net and even linear regression."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
95 => Essec\Faculty\Model\Contribution {#2339
#_index: "academ_contributions"
#_id: "4972"
#_source: array:18 [
"id" => "4972"
"slug" => "pratique-des-reseaux-de-neurones-en-marketing"
"yearMonth" => "2003-11"
"year" => "2003"
"title" => "Pratique des réseaux de neurones en marketing"
"description" => "DESMET, P. (2003). Pratique des réseaux de neurones en marketing. Dans: <i>ACSEG. Approches connexionnistes en sciences économiques et de gestion. 10ème Rencontre Internationale</i>. IAE Nantes."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => "ACSEG. Approches connexionnistes en sciences économiques et de gestion. 10ème Rencontre Internationale"
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "La pratique des réseaux de neurones en marketing se développe lentement. A partir d'une revue de la littérture publiée en marketing sur les deux principales catégories de réseaux (MLP et carte de Kohonen) et des entretiens réalisés auprès de praticiens experts, l'article vise à identifier les domaines d'application, l'intérêt pratique des RNA mais aussi les difficultés rencontrées qui en ralentissent le développement."
"en" => "Practitioners' use of neural networks in marketing is picking up slightly. By a review of the literature published in marketing on the two main networks (MLP and kohonen maps) and an anlysis of experts inteviews, the paper aims to identify successful applications, advantages and limitations of neural networks, as well as practical obstacles putting a brake on its growth."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
96 => Essec\Faculty\Model\Contribution {#2340
#_index: "academ_contributions"
#_id: "4997"
#_source: array:18 [
"id" => "4997"
"slug" => "promo-impact-un-modele-de-mesure-des-effets-promotionnels-sur-donnees-scanner-au-niveau-du-point-de-vente"
"yearMonth" => "1990-05"
"year" => "1990"
"title" => "Promo-impact : un modèle de mesure des effets promotionnels sur données scanner au niveau du point de vente"
"description" => "DESMET, P. et LE ROY, I. (1990). Promo-impact : un modèle de mesure des effets promotionnels sur données scanner au niveau du point de vente. Dans: <i>Actes du 6e Congrès l'Association Française du Marketing</i>. IAE Nantes, pp. 240-261."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "LE ROY I."
]
]
"ouvrage" => "Actes du 6e Congrès l'Association Française du Marketing"
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "240-261"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
97 => Essec\Faculty\Model\Contribution {#2341
#_index: "academ_contributions"
#_id: "5031"
#_source: array:18 [
"id" => "5031"
"slug" => "relative-performance-of-the-statistical-learning-network-an-application-of-the-price-quality-relationship-in-the-automobile"
"yearMonth" => "2000-11"
"year" => "2000"
"title" => "Relative Performance of the Statistical Learning Network: An Application of the Price-quality Relationship in the Automobile"
"description" => "DESMET, P. (2000). Relative Performance of the Statistical Learning Network: An Application of the Price-quality Relationship in the Automobile. Dans: <i>Proceedings ANZMAC 2000 - Visionary Marketing for the 21st Century: Facing the Challenge</i>. Griffith University, pp. 100."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => "Proceedings ANZMAC 2000 - Visionary Marketing for the 21st Century: Facing the Challenge"
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "100"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Pour résoudre les problèmes de topologie posés par les approches connexionnistes, une nouvelle approche a été proposée par la combinaison des règles de l'induction et de l'estimation statistique des coefficients des neurones de chaque couche. Cette recherche compare les résultats obtenus avec ces réseaux statistiques à apprentissage (NSL) avec ceux de méthodes traditionnelles, telles que la régression, et ceux de réseaux de neurones utilisant la méthode du gradient. Les méthodes sont mises en œuvre pour la détermination de la relation prix-qualité d'un produit complexe, l'automobile, selon la démarche des prix hédoniques. Cette application conduit à un jugement très réservé sur la supériorité de la performance de NSL tant par rapport à la statistique classique que par rapport aux réseaux de neurones."
"en" => "The design and topology of a Neural network is still an important and difficult task. To solve this problem, new approaches are proposed, and specially a combination of induction rules with a statistical estimation of the coefficients. This research aims to compare an algorithm of this SLN approach with traditional methods (Regression and classical BP neural net). An application on the price-quality relationship for the English automobile market drives to the conclusion that the claimed superiority of the approach is not validated as the performance of the GMDH method is inferior, compared to BP Neural net and even linear regression."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
98 => Essec\Faculty\Model\Contribution {#2342
#_index: "academ_contributions"
#_id: "5054"
#_source: array:18 [
"id" => "5054"
"slug" => "rupture-de-la-relation-commerciale-et-comportement-dachat"
"yearMonth" => "1996-10"
"year" => "1996"
"title" => "Rupture de la relation commerciale et comportement d'achat"
"description" => "DESMET, P. et MACE, S. (1996). Rupture de la relation commerciale et comportement d'achat. Dans: <i>Troisième Rencontre Internationale / Approches Connexionnistes en Sciences Economiques de Gestion ACSEG</i>. Faculté des Sciences Economiques et de Gestion, pp. 37-50."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "MACE S."
]
]
"ouvrage" => "Troisième Rencontre Internationale / Approches Connexionnistes en Sciences Economiques de Gestion ACSEG"
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "37-50"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Pour une firme pratiquant le marketing relationnel, il est indispensable de suivre des indicateurs anticipés d'insatisfaction des clients pouvant conduire à une rupture de l'activité commerciale. Après une analyse conceptuelle de la rupture et de ses causes, l'étude empirique présentée ici a pour objet d'étudier la performance relative d'un réseau de neurones artificiels par rapport aux méthodes classiques de calcul de score lorsque les variables sont nombreuses et peuvent entretenir des relations complexes, comme c'est le cas pour les variables d'activité détaillée (basket analysis)."
"en" => "When using relationship marketing, a firm has to track customers' satisfaction and avoid breaking up with a customer. In the first part, the conceptual analysis of a break up and its causes are presented. An empirical illustration is discussed in a second part with a comparison between scoring methods and neural nets, which are not more effective in the prediction."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
99 => Essec\Faculty\Model\Contribution {#2343
#_index: "academ_contributions"
#_id: "5085"
#_source: array:18 [
"id" => "5085"
"slug" => "store-brands-and-overall-store-price-image"
"yearMonth" => "2006-01"
"year" => "2006"
"title" => "Store Brands and Overall Store Price Image"
"description" => "COUTELLE, P. et DESMET, P. (2006). Store Brands and Overall Store Price Image. Dans: <i>ANZMAC. Advancing Theory, Maintaining Relevance</i>. QUT (Queensland University of Technology)."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "COUTELLE P."
]
]
"ouvrage" => "ANZMAC. Advancing Theory, Maintaining Relevance"
"keywords" => array:6 [
0 => "Communication"
1 => "Distribution"
2 => "Expérimentation"
3 => "Image prix magasin"
4 => "Marques de distributeurs"
5 => "Prospectus"
]
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "CD-Rom Une expérimentation inter-sujets montre que la présence plus importante des MDD (versus marques nationales) sur un prospectus améliore la dimension prix bas de l'image prix globale d'un magasin."
"en" => "Statistical analysis of an intersubjects experimental design shows that increasing the number of store brands versus national brands on a flyer can increase the low price dimension of the overall store pric image"
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
100 => Essec\Faculty\Model\Contribution {#2344
#_index: "academ_contributions"
#_id: "5124"
#_source: array:18 [
"id" => "5124"
"slug" => "the-effect-of-a-large-penalty-for-a-low-price-guarantee-on-perceived-offer-value"
"yearMonth" => "2007-01"
"year" => "2007"
"title" => "The Effect of a Large Penalty for a Low Price Guarantee on Perceived Offer Value"
"description" => "DESMET, P. et LE NAGARD, E. (2007). The Effect of a Large Penalty for a Low Price Guarantee on Perceived Offer Value. Dans: <i>Proceedings of the 36th EMAC Conference 2007 (CD-Rom)</i>. Reykjavik University."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
]
"ouvrage" => "Proceedings of the 36th EMAC Conference 2007 (CD-Rom)"
"keywords" => array:3 [
0 => "Distribution"
1 => "Garantie de remboursement des prix"
2 => "Politique de prix"
]
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Une garantie de remboursement des prix est un signal offert par un distributeur pour informer ses consommateurs sur sa politique de prix bas. L'usage de cette offre devenant de plus en plus courant, ce signal perd de son impact, et certains distributeurs tentent de remonter leur avantage concurrentiel en augmentant la pénalité de remboursement (en proposant par exemple de rembourser 10 fois la différence. Dans le papier, une expérimentation est réalisée sur un échantillon de consommateurs, qui démontre qu'un très fort montant de remboursement ne fait pas augmenter la valeur perçue de l'offre. En conséquence, du fait du coût potentiel très élevé en termes de stimulation de la recherche en vue de se faire rembourser, cette stratégie ne parait pas très rentable."
"en" => "A low price guarantee (LPG) offer is a signal sent by a retailer to inform a customer on its low price policy. As its use becomes more and more prevalent, this signal is losing its impact and some retailers are trying to regain competitive advantage by increasing the level of penalty (e.g. 10 times the price difference). In a real world experimental framework we demonstrate that a very high level of penalty does not improve the perceived offer value. Consequently the potentially high cost of guarantee service due to price search stimulation makes a very high penalty level LPG not profitable."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
101 => Essec\Faculty\Model\Contribution {#2345
#_index: "academ_contributions"
#_id: "5148"
#_source: array:18 [
"id" => "5148"
"slug" => "the-modelling-and-assessment-of-store-loyalty-performance-with-a-simple-effect-gravitational-model"
"yearMonth" => "1996-05"
"year" => "1996"
"title" => "The Modelling and Assessment of Store Loyalty Performance with a Simple-effect Gravitational Model"
"description" => "DESMET, P. et VOLLE, P. (1996). The Modelling and Assessment of Store Loyalty Performance with a Simple-effect Gravitational Model. Dans: <i>Marketing for an Expanding Europe - Proceedings of the 25th EMAC Conference</i>. Budapest University of Economic Sciences, pp. 333-351."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "VOLLE P."
]
]
"ouvrage" => "Marketing for an Expanding Europe - Proceedings of the 25th EMAC Conference"
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => "333-351"
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Cet article propose un modèle permettant de calculer une norme pour analyser la fidélité à un point de vente. Le modèle prend en compte la taille du point de vente et la distance entre celui-ci et les clients localisés dans des quadrants. Une application à la zone expérimentale Scannel illustre l'utilisation normative du modèle."
"en" => "This paper provides a model to compute a norm which can be used as a benchmark to evaluate loyalty. The model incorporates the size of the store and the distance between the store and customers allocated in quadrants. An empirical application on the Scannel experimental zone shows how the model can be used."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
102 => Essec\Faculty\Model\Contribution {#2346
#_index: "academ_contributions"
#_id: "5166"
#_source: array:18 [
"id" => "5166"
"slug" => "the-role-of-trust-in-consummers-evaluations-of-website-personnalization"
"yearMonth" => "2007-12"
"year" => "2007"
"title" => "The Role of Trust in Consummers' Evaluations of Website Personnalization"
"description" => "DE PECHPEYROU, P. et DESMET, P. (2007). The Role of Trust in Consummers' Evaluations of Website Personnalization. Dans: <i>ANZMAC 2007 Conference Proceedings: 3Rs reputation responsibility relevance. Australia & New-Zealand Marketing Academy</i>. University of Otago."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "DE PECHPEYROU P."
]
]
"ouvrage" => "ANZMAC 2007 Conference Proceedings: 3Rs reputation responsibility relevance. Australia & New-Zealand Marketing Academy"
"keywords" => array:4 [
0 => "Confiance"
1 => "Personnalisation"
2 => "Site internet"
3 => "Valeur perçue"
]
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "CD-Rom Les sites marchands personnalisent leur merchandising à des fins d'augmentation de leurs ventes. Ainsi, ils adaptent le contenu des articles proposés en fonction de l'information disponible sur les préférences "déclarées ou inférées " de chaque visiteur. Cette stratégie est créatrice de valeur pour le client à travers trois types de bénéfices : cognitif, financier et expérientiel. Cependant, elle peut également réduire la valeur perçue aux yeux du consommateur du fait de trois freins perçus : l'aspect commercial de la démarche, le manque de qualité des recommandations et leur trop grand nombre. Les résultats de notre recherche établissent que (1) la confiance vis-à-vis du site en matière de personnalisation contribue à souligner les bénéfices perçus et à réduire les freins perçus à l'égard de la personnalisation, (2) ces bénéfices et freins perçus sont les antécédents d'une attitude générale de la personnalisation du site web, (3) cette dernière étant elle-même un antécédent nouveau et majeur de l'attitude à l'égard du site web."
"en" => "Websites are trying to increase their sales through personalized merchandising: they adapt the page content depending on the information available on the visitor's known or inferred preferences. Such a strategy enhances customer value through three types of benefits (cognitive, financial and experiential). However it can also decrease value through three perceived liabilities (commercial aspect, quality and quantity of the personalized recommendations). The results of our research demonstrate that (1) trust in website personalization will drive the positive effect of perceived benefits and the negative effect of perceived liabilities on the attitude toward personalization, (2) these benefits and liabilities are antecedents of a general attitude toward website personalization, (3) which is a new and important antecedent of attitude toward the website."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
103 => Essec\Faculty\Model\Contribution {#2347
#_index: "academ_contributions"
#_id: "5215"
#_source: array:18 [
"id" => "5215"
"slug" => "valeur-et-sincerite-percues-dune-promotion-multi-mecanismes"
"yearMonth" => "2006-01"
"year" => "2006"
"title" => "Valeur et sincérité perçues d'une promotion multi-mécanismes"
"description" => "PECHPEYROU (DE), P., PARGUEL, B., MIMOUNI, A. et DESMET, P. (2006). Valeur et sincérité perçues d'une promotion multi-mécanismes. Dans: <i>Actes du 5ème Congrès International. Université Foscari/ESCP-EAP</i>. Universita Ca'Foscari Venezia."
"authors" => array:4 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:2 [
"name" => "PECHPEYROU"
"bid" => "DE"
]
2 => array:1 [
"name" => "PARGUEL B."
]
3 => array:1 [
"name" => "MIMOUNI A."
]
]
"ouvrage" => "Actes du 5ème Congrès International. Université Foscari/ESCP-EAP"
"keywords" => array:5 [
0 => "Experimentation"
1 => "Expérimentation"
2 => "Promotion multi-mécanismes"
3 => "Sincérité perçue"
4 => "Valeur perçue"
]
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "CD-Rom Une promotion multi-mécanismes associe dans la même communication plusieurs mécanismes promotionnels mis en place par le distributeur et l'industriel. D'après la théorie des prospects, la multiplication des mécanismes devrait être créatrice de valeur pour le consommateur. Une expérimentation inter-sujet sur 210 consommateurs, proposant un ou plusieurs mécanismes monétaires pour une valeur constante de l'offre, montre que la promotion simple est préférée. De plus les résultats mettent en avant l'importance de la sincérité perçue dans la valeur perçue d'une offre promotionnelle."
"en" => "A multi-mechanism sales promotion includes in the same communication several promotion techniques offered either by the retailer or the producer. Framing theory suggests that increasing the number of techniques could increase the perceived value for consumers. A between-subjects experimentation on 210 consumers proposing several offers with the same monetary value indicates that mono-mechanism offers are preferred. Furthermore, results clearly underline the importance of trustworthiness in the valuation process."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
104 => Essec\Faculty\Model\Contribution {#2348
#_index: "academ_contributions"
#_id: "5447"
#_source: array:18 [
"id" => "5447"
"slug" => "asking-for-less-in-order-to-obtain-more-is-it-really-that-simple-an-experimental-study-on-the-impact-of-the-level-of-appeal"
"yearMonth" => "1998-10"
"year" => "1998"
"title" => "Asking for Less in Order to Obtain More. Is it Really that Simple? An Experimental Study on the Impact of the Level of Appeal"
"description" => "DESMET, P. (1998). Asking for Less in Order to Obtain More. Is it Really that Simple? An Experimental Study on the Impact of the Level of Appeal."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Communications dans une conférence"
"en" => "Presentations at an Academic or Professional conference"
]
"support_type" => array:2 [
"fr" => null
"en" => null
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Pour faire face à la baisse de la collecte, les associations caritatives mettent en place une approche rigoureuse pour leurs décisions de ciblage et de communication dans l'appel de fonds. Les résultats d'études antérieures montrent que la manipulation des échelles de don influence les résultats de la collecte. Cette étude est réalisée dans un cadre expérimental et prend en compte le comportement antérieur du donateur. Les résultats montrent que seules certaines parties de l'échelle de don peuvent influencer le montant de la collecte ou le nombre de dons et que le comportement antérieur est un prédicteur puissant."
"en" => "In response to a decrease in funds collected, charitable associations have implemented a rigorous approach to fundraising target decisions and communications. Prior studies have shown that manipulating the scale of donations influences collection results. This study has been carried out within an experimental framework and takes account of previous donor behavior. Results show that only certain parts of the scale of donations influence the amount collected or the number of donations and that prior behavior is a powerful predictor."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
105 => Essec\Faculty\Model\Contribution {#2349
#_index: "academ_contributions"
#_id: "5495"
#_source: array:18 [
"id" => "5495"
"slug" => "bertengut-a-multimedia-case"
"yearMonth" => "1996-07"
"year" => "1996"
"title" => "BERTENGUT : A Multimedia Case"
"description" => "DESMET, P. et MOTTIS, N. (1996). BERTENGUT : A Multimedia Case."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "MOTTIS N."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Communications dans une conférence"
"en" => "Presentations at an Academic or Professional conference"
]
"support_type" => array:2 [
"fr" => null
"en" => null
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Ce cas est développé dans un environnement multimédia. Il met l'utilisateur en situation d'élaborer une construction budgétaire et illustre le paradoxe suivant : alors que le résultat final doit être précis, objectif et rigoureux, les données sur lesquelles le budget est construit sont fondamentalement instables et floues."
"en" => "This case was developed in a multimedia environment. It illustrates the paradox that while data processed in accounting are supposedly objective (and therefore legitimate) they often rely on a subjective and approximate interpretation of a disordered reality."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
106 => Essec\Faculty\Model\Contribution {#2350
#_index: "academ_contributions"
#_id: "5541"
#_source: array:18 [
"id" => "5541"
"slug" => "catalog-space-allocation-at-the-department-level"
"yearMonth" => "1992-10"
"year" => "1992"
"title" => "Catalog Space Allocation at the Department Level"
"description" => "DESMET, P. (1992). Catalog Space Allocation at the Department Level."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Communications dans une conférence"
"en" => "Presentations at an Academic or Professional conference"
]
"support_type" => array:2 [
"fr" => null
"en" => null
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Les règles empiriques et normatives d'allocation de l'espace catalogue sont décrites et les hypothèses sous-jacentes quant à la fonction de demande sont exposées. Pour la détermination de la fonction de demande, l'intérêt et les limites de deux méthodes d'estimation, approche historique et calcul décisionnel, sont étudiés lors d'une application pratique. La règle empirique de l'allocation de l'espace en fonction du profit semble un bon point de départ et peut être améliorée quand les élasticités, assez peu stables, sont connues avec plus de précision."
"en" => "In this paper we describe empirical and normative rules for the space allocation in catalogs and the underlying assumptions regarding the demand function. Usefulness and limitations of the two approaches for measuring demand response functions are studied from an empirical point of view. The empirical space allocation rule, space as a percentage of profit, seems to be a good starting point and can be improved as the rather unstable elasticities are better known."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
107 => Essec\Faculty\Model\Contribution {#2351
#_index: "academ_contributions"
#_id: "5549"
#_source: array:18 [
"id" => "5549"
"slug" => "challenges-and-pitfalls-for-direct-mail-across-borders-the-european-example"
"yearMonth" => "1995-10"
"year" => "1995"
"title" => "Challenges and Pitfalls for Direct Mail across Borders : The European Example"
"description" => "DESMET, P. et XARDEL, D. (1995). Challenges and Pitfalls for Direct Mail across Borders : The European Example."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "XARDEL D."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Communications dans une conférence"
"en" => "Presentations at an Academic or Professional conference"
]
"support_type" => array:2 [
"fr" => null
"en" => null
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Le publipostage international ne cesse de se développer en Europe, souvent par des entreprises opérant simultanément dans différents pays. Les efforts de globalisation et de libéralisation des marchés vont de pair mais soulignent le rôle essentiel de la logistique et de la prise en compte de la spécificité de chaque pays. Cet article étudie le choix entre les différentes solutions : dépôt direct ou repostage avec comme opérateur un service des postes ou des transporteurs."
"en" => "Mail order companies are still expanding across Europe often following the needs of companies operating simultaneously in different countries. Both globalization efforts and liberalisation from public monopolies can be observed. The key role of logistics and cross border organisations is thus reinforced and so is the consideration of market specificities for each country."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
108 => Essec\Faculty\Model\Contribution {#2352
#_index: "academ_contributions"
#_id: "6060"
#_source: array:18 [
"id" => "6060"
"slug" => "giving-or-buying-is-there-any-substitution-effect-in-fund-raising"
"yearMonth" => "1997-10"
"year" => "1997"
"title" => "Giving or Buying : is There any Substitution Effect in Fund-Raising ?"
"description" => "DESMET, P. (1997). Giving or Buying : is There any Substitution Effect in Fund-Raising ?"
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Communications dans une conférence"
"en" => "Presentations at an Academic or Professional conference"
]
"support_type" => array:2 [
"fr" => null
"en" => null
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "L'objectif de cette recherche est d'étudier les conséquences comportementales de l'utilisation de différents canaux de distribution lorsque l'utilisation de ceux-ci correspond à des motivations différentes de la part du consommateur. Une étude expérimentale dans le domaine de la collecte de fonds caritative montre qu'une approche commerciale (envoi d'un catalogue) sur les donateurs a des conséquences négatives sur la collecte de fonds. Cet effet négatif reste cependant limité du fait de la faible pénétration de l'achat par correspondance parmi les donateurs traditionnels."
"en" => "The research is designed to study the behavioral consequences of the use of multiple distribution channels when they are associated with different motivations. An empirical study of the data of a French fundraising association shows that while mail order sales do indeed erode traditional public mail collection, this erosion nonetheless remains limited given the weak penetration of mail order sales among traditional donors."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
109 => Essec\Faculty\Model\Contribution {#2353
#_index: "academ_contributions"
#_id: "6208"
#_source: array:18 [
"id" => "6208"
"slug" => "interaction-between-solicitation-framing-and-timing-on-consumers-willingness-to-share-e-wom"
"yearMonth" => "2019-09"
"year" => "2019"
"title" => "Interaction Between Solicitation Framing and Timing on Consumer's Willingness to Share e-Wom"
"description" => "LACAN, C., LE NAGARD, E. et DESMET, P. (2019). Interaction Between Solicitation Framing and Timing on Consumer's Willingness to Share e-Wom. Dans: 10th European Marketing Academy (EMAC) Regional Conference 2019."
"authors" => array:3 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
2 => array:1 [
"name" => "LACAN C."
]
]
"ouvrage" => "10th European Marketing Academy (EMAC) Regional Conference 2019"
"keywords" => []
"updatedAt" => "2021-09-24 10:33:27"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Communications dans une conférence"
"en" => "Presentations at an Academic or Professional conference"
]
"support_type" => array:2 [
"fr" => null
"en" => null
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => null
"en" => null
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
110 => Essec\Faculty\Model\Contribution {#2354
#_index: "academ_contributions"
#_id: "6912"
#_source: array:18 [
"id" => "6912"
"slug" => "pourquoi-le-marketing-sportif-peut-il-etre-utilise-pour-le-lancement-de-nouveaux-produits"
"yearMonth" => "2006-06"
"year" => "2006"
"title" => "Pourquoi le marketing sportif peut-il être utilisé pour le lancement de nouveaux produits ?"
"description" => "LE NAGARD, E., LARDINOIT, T. et DESMET, P. (2006). Pourquoi le marketing sportif peut-il être utilisé pour le lancement de nouveaux produits ?"
"authors" => array:3 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:3 [
"name" => "LARDINOIT Thierry"
"bid" => "B00000294"
"slug" => "lardinoit-thierry"
]
2 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => array:4 [
0 => "Football"
1 => "Marketing sportif"
2 => "Nouveaux produits"
3 => "Sport Marketing"
]
"updatedAt" => "2021-04-19 17:57:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Communications dans une conférence"
"en" => "Presentations at an Academic or Professional conference"
]
"support_type" => array:2 [
"fr" => null
"en" => null
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Cet article présente un double objectif : a) montrer que le marketing sportif permet de soutenir de façon pertinente et par des modalités variées le lancement de produits nouveaux , b) étudier de façon exploratoire les relations entre l'implication pour les retransmissions télévisées de football (soccer) et la consommation de nouveaux produits. Les autres variables explicatives utilisées sont : l'innovativité, l'âge, les catégories socio-professionnelles (CSP), le niveau d'instruction et la fréquence de consommation de programmes sportifs à la télévision."
"en" => "This article has two objectives: a) to show that sport marketing is relevant in supporting the launching of new products, and b) to explore the link between watching television sport (soccer) programs and the purchasing of innovative products. The other independent variables considered are: innovativeness, age, social categories, educational attainment and consumption frequency of television sport programs."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
111 => Essec\Faculty\Model\Contribution {#2355
#_index: "academ_contributions"
#_id: "7935"
#_source: array:18 [
"id" => "7935"
"slug" => "catalog-space-allocation-at-the-department-level-empirical-and-normative-rules"
"yearMonth" => "1992-08"
"year" => "1992"
"title" => "Catalog Space Allocation at the Department Level : Empirical and Normative Rules"
"description" => "DESMET, P. (1992). <i>Catalog Space Allocation at the Department Level : Empirical and Normative Rules</i>. ESSEC Business School."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 21:00:33"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Documents de travail"
"en" => "Working Papers"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Les règles empiriques et normatives d'allocation de l'espace catalogue sont décrites et les hypothèses sous-jacentes quant à la fonction de demande sont exposées. Pour la détermination de la fonction de demande, l'intérêt et les limites de deux méthodes d'estimation, approche historique et calcul décisionnel, sont étudiés lors d'une application pratique. La règle empirique de l'allocation de l'espace en fonction du profit semble un bon point de départ et peut être améliorée quand les élasticités, assez peu stables, sont connues avec plus de précision."
"en" => "In this paper we describe empirical and normative rules for the space allocation in catalogs and the underlying assumptions regarding the demand function. Usefulness and limitations of the two approaches for measuring demand response functions are studied from an empirical point of view. The empirical space allocation rule, space as a percentage of profit, seems to be a good starting point and can be improved as the rather unstable elasticities are better known."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
112 => Essec\Faculty\Model\Contribution {#2356
#_index: "academ_contributions"
#_id: "8019"
#_source: array:18 [
"id" => "8019"
"slug" => "estimating-shelf-space-elasticity-for-product-categories-a-preliminary-step-to-hierarchical-space-allocation-in-stores-belonging-to-a-chain"
"yearMonth" => "1996-09"
"year" => "1996"
"title" => "Estimating Shelf-space Elasticity for Product Categories : A Preliminary Step to Hierarchical Space Allocation in Stores Belonging to a Chain"
"description" => "DESMET, P. et RENAUDIN, V. (1996). <i>Estimating Shelf-space Elasticity for Product Categories : A Preliminary Step to Hierarchical Space Allocation in Stores Belonging to a Chain</i>. ESSEC Business School."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "RENAUDIN V."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 21:00:33"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Documents de travail"
"en" => "Working Papers"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Pour allouer l'espace magasin entre les différentes catégories de produits, le décideur peut utiliser les élasticités de la demande à l'espace accordé obtenues pour d'autres magasins comparables. Cet article présente des résultats empiriques concernant les élasticités de différents rayons pour une chaîne de magasins populaires. Les résultats montrent que l'élasticité a tendance à s'accroître de manière importante en fonction de la propension à l'achat impulsif et, dans une moindre mesure, à décroître avec la taille du magasin."
"en" => "To re-allocate space in an existing store betweeen different categories of products, the manager can use sales-space elasticities evaluated from the performance of comparable stores. This paper presents the empirical estimation of sales-space elasticities for each product category of a town-center supermarket chain. Results show that space-elasticities are increasing with the impulse buying rate of the product category and decreasing with the size of the store. The category effect seems to be higher than the store size effect."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
113 => Essec\Faculty\Model\Contribution {#2357
#_index: "academ_contributions"
#_id: "8054"
#_source: array:18 [
"id" => "8054"
"slug" => "frequentation-des-points-de-vente-analyse-descriptive-preliminaire"
"yearMonth" => "1994-12"
"year" => "1994"
"title" => "Fréquentation des points de vente : analyse descriptive préliminaire"
"description" => "VOLLE, P. et DESMET, P. (1994). <i>Fréquentation des points de vente : analyse descriptive préliminaire</i>. ESSEC Business School."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "VOLLE P."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 21:00:33"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Documents de travail"
"en" => "Working Papers"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Ce papier de recherche consiste en une analyse descriptive des régularités dans les fréquentations des GMS. L'intérêt du concept de fidélité au magasin comme critère de segmentation est soulevé. A cette fin, plusieurs opérationnalisations de concept sont comparées (indice composite versus critères uniques) à partir d'une base de données comportementale de "source unique"."
"en" => "This research paper is a descriptive analysis of grocery store shopping patterns. The relevance of store loyalty as a segmentation criteria is questioned. Then, several operationalisations of store loyalty (composite versus partial indexes) are compared based on a large French single source data base."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
114 => Essec\Faculty\Model\Contribution {#2358
#_index: "academ_contributions"
#_id: "8233"
#_source: array:18 [
"id" => "8233"
"slug" => "logit-model-of-consumer-purchases-application-on-a-french-data-set"
"yearMonth" => "1992-08"
"year" => "1992"
"title" => "Logit Model of Consumer Purchases : Application on a French Data Set."
"description" => "DESMET, P. (1992). <i>Logit Model of Consumer Purchases : Application on a French Data Set.</i> ESSEC Business School."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 21:00:33"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Documents de travail"
"en" => "Working Papers"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Les modèles Logit sont utilisés pour étudier le comportement des consommateurs face à une promotion. L'hétérogénéité est prise en compte par l'introduction d'une variable de fidélité suggérée par Guadagni and Little (1983). Ce modèle est appliqué sur des données scanner françaises. Au niveau part de marché, la qualité de l'ajustement est bonne mais les coefficients sont instables et dépendent des marques et des ménages sélectionnés ainsi que des choix techniques effectués pour l'initialisation des variables de fidélité."
"en" => "Logit models are used to study consumer reactions to promotion. Heterogeneity is integrated by a loyalty variable as suggested by Guadagni and Little (1983). This model is applied to a French scanner dataset. Quality of fit at aggregate level is good but coefficients are found to be dependent on brand selection, household selection, and technical choices for initialization of the loyalty variable."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
115 => Essec\Faculty\Model\Contribution {#2359
#_index: "academ_contributions"
#_id: "8261"
#_source: array:18 [
"id" => "8261"
"slug" => "mesurer-les-effets-promotionnels-par-lutilisation-de-la-zone-dexperimentation-scannel"
"yearMonth" => "1991-03"
"year" => "1991"
"title" => "Mesurer les effets promotionnels par l'utilisation de la zone d'expérimentation Scannel"
"description" => "DESMET, P. et LE ROY, I. (1991). <i>Mesurer les effets promotionnels par l'utilisation de la zone d'expérimentation Scannel</i>. ESSEC Business School."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "LE ROY I."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 21:00:33"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Documents de travail"
"en" => "Working Papers"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Pour optimiser le plan promotionnel d'un produit de grande consommation, il faut d'abord mesurer les effets spécifiques des composantes d'une action promotionnelle. Les données scanner permettent une mesure précise des phénomènes tant au niveau des achats consommateurs qu'au niveau des ventes magasin. Les différentes techniques d'analyse de ces informations scanner sont présentées sur un exemple de quasi-expérimentation mise en oeuvre sur la zone test Scannel pour mesurer les effets spécifiques de mises en avant (tête de gondole), et de la présence d'une animatrice pour une promotion de soutien vis-à-vis du consommateur. L'intérêt de la mise en oeuvre d'une expérimentation et de l'utilisation d'une méthode explicative, telle que la régression, est discuté. La spécificité du modèle est de traiter les données de scanner au niveau magasin et de prendre en compte séparément les effets réductions de prix promotionnelles et réduction du prix."
"en" => "To optimize the promotion plan for a consumer good, measurements of the specific impact of the promotion component are needed. The use of Scanner data allows for a precise measurement of the impact of promotion at the store or at the consumer level. This paper outlines the value of quasi-experimental data as well as the need and the application of an explicative model based on regression to carry out an analysis of the effect of promotion. The specifications of the model allow for an anaysis at the store level and as well, allow us to study separately, the effects of price promotion and price reduction."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
116 => Essec\Faculty\Model\Contribution {#2360
#_index: "academ_contributions"
#_id: "8291"
#_source: array:18 [
"id" => "8291"
"slug" => "normative-segmentation-and-customer-classes-in-fund-raising"
"yearMonth" => "1992-03"
"year" => "1992"
"title" => "Normative Segmentation and Customer Classes in Fund Raising"
"description" => "DESMET, P. (1992). <i>Normative Segmentation and Customer Classes in Fund Raising</i>. ESSEC Business School."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 21:00:33"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Documents de travail"
"en" => "Working Papers"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Pour optimiser l'allocation des dépenses promotionnelles, le responsable doit segmenter sa clientèle et décider du montant à allouer à chaque segment. La règle empirique "Récence, Fréquence et Montant" (RFM) relie les dépenses aux profits potentiels en s'appuyant sur les comportements antérieurs pour prévoir les comportements futurs. Cet article présente une application de cette approche pour la détermination de la politique promotionnelle d'une association de collecte de fonds. La taille et le comportement des groupes de donneurs sont étudiés dans le temps et sont modélisés comme des processus markoviens. Les implications normatives de cette approche sont ensuite discutées."
"en" => "In order to optimize the promotional mix, direct marketing managers must cluster their customers and decide how much to invest on each class of customers. The well known Recency-Frequency-Monetary rule links promotional spending to potential profits and is estimated through a past behavior based model. This paper presents an application of this model for setting the promotional policy of a fund raising firm. Groups of donors' size and behaviors (donor versus non donor) are studied over time, and are modeled as Markov Processes. Normative implications for promotional policy determination are discussed."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
117 => Essec\Faculty\Model\Contribution {#2361
#_index: "academ_contributions"
#_id: "8413"
#_source: array:18 [
"id" => "8413"
"slug" => "strategies-for-a-european-catalog"
"yearMonth" => "1993-09"
"year" => "1993"
"title" => "Strategies for a European Catalog"
"description" => "DESMET, P. et XARDEL, D. (1993). <i>Strategies for a European Catalog</i>. ESSEC Business School."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "XARDEL D."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 21:00:33"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Documents de travail"
"en" => "Working Papers"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "L'intégration économique et juridique européenne et la convergence des besoins des entreprises mais aussi des consommateurs laissent à penser que l'Europe constitue un marché unique. Or, pour des raisons économiques, de nombreux facteurs technologiques orientent les entreprises vers la mise au point d'un catalogue unique. Les conditions sont donc réunies pour que l'on observe une approche globale du marché Européen par un catalogue unique. L'analyse des stratégies de firmes dans le secteur des biens de consommation ou dans celui de la vente aux entreprises montre que cela n'est pas toujours le cas et que d'autres facteurs, notamment la position de producteur ou les conflits avec les canaux de vente, peuvent expliquer les choix."
"en" => "The economic and legal integration of Europe and the convergence of needs for Business-to-Business markets as well as for consumer goods suggest that Europe is a common market. Furthermore, for economic reasons, technological factors promote a single catalog for European markets. Conditions are met for a pan-European catalog. However, analyses of 6 companies' strategies leads to the conclusion that it is not always the case and that other factors, such as the activities of producers versus distributors or channel confrontation can explain the choices."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
118 => Essec\Faculty\Model\Contribution {#2362
#_index: "academ_contributions"
#_id: "8486"
#_source: array:18 [
"id" => "8486"
"slug" => "towards-a-transnational-index-of-customer-satisfaction-a-conceptual-and-methodological-exploration"
"yearMonth" => "1994-11"
"year" => "1994"
"title" => "Towards a Transnational Index of Customer Satisfaction : A Conceptual and Methodological Exploration"
"description" => "AGRAWAL, M. et DESMET, P. (1994). <i>Towards a Transnational Index of Customer Satisfaction : A Conceptual and Methodological Exploration</i>. ESSEC Business School."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "AGRAWAL M."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 21:00:33"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Documents de travail"
"en" => "Working Papers"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Très peu de domaines, dans la recherche actuelle du marketing, ont attiré autant d'intérêt que celui de la satisfaction du client, ce qui a mené à une diversité de haut rang ainsi qu'à de nombreuses possibilités. Au milieu de tant d'abondance, ce papier plaide pour un développement du Transnational Index of Customer Satisfaction (TICS). Comme dans toute recherche sur un concept flou, l'article rend compte de son potentiel marketing et de l'obscurité de ses champs. Pour chaque question conceptuelle et méthodologique, un débouché a été identifié. Le but central du TICS est de contribuer davantage à la concurrence internationale, à la satisfaction du client en expliquant ce qu'elle constitue dans le TICS, ce qu'est l'utilité pratique du TICS."
"en" => "Very few areas in contemporary marketing research have attracted as much attention as the issue of customer satisfaction (CS). This has led to a high degree of diversity and a number of interesting possibilities. In the midst of such affluence, this paper argues for developing a Transnational Index of Customer Satisfaction (hereinafter, TICS). As in any research on a nebulous concept, the paper reports its marketing potential and areas of darkness. For each conceptual and methodological issue, a way out too has been identified. The central purpose of TICS is to further contribute to international competitiveness, customer welfare by answering what constitutes customer satisfaction in TICS , and what is the pratical utility of TICS in the current global scene and, what are the most relevant conceptual, methodological and administrative issues for TICS."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
119 => Essec\Faculty\Model\Contribution {#2363
#_index: "academ_contributions"
#_id: "8553"
#_source: array:18 [
"id" => "8553"
"slug" => "actes-du-1er-colloque-doctoral-afm"
"yearMonth" => "2001-05"
"year" => "2001"
"title" => "Actes du 1er Colloque Doctoral AFM"
"description" => "AURIER, P. et DESMET, P. (2001). Actes du 1er Colloque Doctoral AFM. ESSEC Business School, France."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "AURIER P."
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2020-12-17 18:37:46"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Editeur d'actes de conférence"
"en" => "Conference proceedings editor"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Les actes regroupent les communications présentées lors du premier colloque doctoral de l'association française du marketing. Dans leur diversité, les thèmes abordés concernent les réactions du consommateur aux stimulations marketing : l'étude de la satisfaction, de la création de valeur, l'intérêt des agents électroniques, mais aussi les réactions affectives, la nostalgie et l'impact de l'environnement physique."
"en" => "The proceedings content the research papers presented during the first doctoral colloquium of the French Marketing Association. In their diversity, papers deal with consumer's reaction at marketing stimulations : satisfaction measurement, customer value, opportunities created by electronic agents but also emotional reactions, nostalgia and impact of physical environment."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
120 => Essec\Faculty\Model\Contribution {#2364
#_index: "academ_contributions"
#_id: "9554"
#_source: array:18 [
"id" => "9554"
"slug" => "deos-analyse-des-donnees-de-panels-distributeurs-et-consommateurs"
"yearMonth" => "2018-06"
"year" => "2018"
"title" => "« Deos » Analyse des données de panels distributeurs et consommateurs"
"description" => "DESMET, P. (2018). « Deos » Analyse des données de panels distributeurs et consommateurs. ESSEC Business School."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => array:10 [
0 => "Panels"
1 => "Diagnostic de la marque"
2 => "Performance"
3 => "Structure de distribution"
4 => "Marketing-mix"
5 => "Positionnement"
6 => "Arbitrage d'objectifs par priorité"
7 => "Cible"
8 => "Profitabilité"
9 => "Marketing"
]
"updatedAt" => "2022-10-12 11:38:18"
"publicationUrl" => "http://dspace.essec.fr/handle/essec/6299"
"publicationInfo" => array:3 [
"pages" => ""
"volume" => ""
"number" => ""
]
"type" => array:2 [
"fr" => "Etudes de cas déposées"
"en" => "Published cases"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Le cas concerne le marché des déodorants féminins en France sur lequel plusieurs groupes internationaux ont des stratégies de portefeuille de marques. De nombreuses données issues de panels de distributeurs et de consommateurs sont fournies pour deux années successives (N-1 et N) pour permettre l'analyse des performances des marques (évolution des ventes et parts de marché), du positionnement des marques, et de leur marketing-mix."
"en" => "Le cas concerne le marché des déodorants féminins en France sur lequel plusieurs groupes internationaux ont des stratégies de portefeuille de marques. De nombreuses données issues de panels de distributeurs et de consommateurs sont fournies pour deux années successives (N-1 et N) pour permettre l'analyse des performances des marques (évolution des ventes et parts de marché), du positionnement des marques, et de leur marketing-mix."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
121 => Essec\Faculty\Model\Contribution {#2365
#_index: "academ_contributions"
#_id: "9560"
#_source: array:18 [
"id" => "9560"
"slug" => "deos-analyse-des-donnees-de-panels-distributeurs-et-consommateurs"
"yearMonth" => "2018-10"
"year" => "2018"
"title" => "Deos : analyse des données de panels distributeurs et consommateurs"
"description" => "BLANCHARD, D. et DESMET, P. (2018). Deos : analyse des données de panels distributeurs et consommateurs. ESSEC Business School."
"authors" => array:2 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "BLANCHARD Dominique"
]
]
"ouvrage" => ""
"keywords" => array:10 [
0 => "Panels"
1 => "Diagnostic de la marque"
2 => "Performance"
3 => "Structure de distribution"
4 => "Marketing-mix"
5 => "Positionnement"
6 => "Arbitrage d'objectifs par priorité"
7 => "Cible"
8 => "Profitabilité"
9 => "Marketing"
]
"updatedAt" => "2022-10-12 11:37:15"
"publicationUrl" => "http://dspace.essec.fr/handle/essec/6382"
"publicationInfo" => array:3 [
"pages" => ""
"volume" => ""
"number" => ""
]
"type" => array:2 [
"fr" => "Etudes de cas déposées"
"en" => "Published cases"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Le cas concerne le marché des déodorants féminins en France sur lequel plusieurs groupes internationaux ont des stratégies de portefeuille de marques. De nombreuses données issues de panels de distributeurs et de consommateurs sont fournies pour deux années successives (N-1 et N) pour permettre l'analyse des performances des marques (évolution des ventes et parts de marché), du positionnement des marques, et de leur marketing-mix."
"en" => "Le cas concerne le marché des déodorants féminins en France sur lequel plusieurs groupes internationaux ont des stratégies de portefeuille de marques. De nombreuses données issues de panels de distributeurs et de consommateurs sont fournies pour deux années successives (N-1 et N) pour permettre l'analyse des performances des marques (évolution des ventes et parts de marché), du positionnement des marques, et de leur marketing-mix."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
122 => Essec\Faculty\Model\Contribution {#2366
#_index: "academ_contributions"
#_id: "9585"
#_source: array:18 [
"id" => "9585"
"slug" => "les-panels-de-distributeurs-et-de-consommateurs"
"yearMonth" => "2019-07"
"year" => "2019"
"title" => "Les panels de distributeurs et de consommateurs"
"description" => "DESMET, P. (2019). Les panels de distributeurs et de consommateurs. ESSEC Business School."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => array:12 [
0 => "Panels consommateurs"
1 => "Panels distributeurs"
2 => "Indicateurs calculés des panels"
3 => "Diagnostic de la marque"
4 => "Mesure de la performance"
5 => "Structure de distribution"
6 => "Marketing-mix"
7 => "Positionnement"
8 => "Arbitrage d'objectifs par priorité"
9 => "Choix de la cible"
10 => "Profitabilité"
11 => "Marketing"
]
"updatedAt" => "2022-10-12 11:44:41"
"publicationUrl" => "http://dspace.essec.fr/handle/essec/6847"
"publicationInfo" => array:3 [
"pages" => ""
"volume" => ""
"number" => ""
]
"type" => array:2 [
"fr" => "Etudes de cas déposées"
"en" => "Published cases"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => """
<p>Ce tutoriel a pour objectif de vous présenter le principe d'un panel. Il détaille ensuite le mode d'élaboration et d'interprétation des principaux indicateurs des panels de distributeurs puis des panels de consommateurs.\n
</p>\n
<p>Ce média pédagogique est un véritable support de cours présentant le programme suivant : </p>\n
<ol> <li>Principe et intérêt d'un panel</li> <li>Les mesures des panels de distributeurs</li> <li>Exploitation des données d'un panel distributeurs <ul><li>Etude de la performance fond de rayon (FDR) </li><li>Etude de la performance en vente sous promotion </li></ul></li> <li>Les mesures d'un panel de consommateurs</li> </ol>\n
<p> Il est constitué de 7 PPT. </p>\n
<ul> <li>support 1 : Eléments clés = 9 slides : Panel de distributeurs & Panel de consommateurs : Schéma d'analyse & Principaux indicateurs</li> <li>support 2 : Principe et intérêt d'un panel = 8 slides</li> <li>support 3 : Les mesures des panels de distributeurs = 7 slides</li> <li>support 4 : Exploitation des données d'un panel distributeurs = 7 slides</li> <li>support 5 : Etude de la performance fond de rayon (FDR)= 10 slides</li> <li>support 6 : Etude de la performance en vente sous promotion= 15 slides</li> <li>support 7 : Les mesures d'un panel de consommateurs = 15 slides</li> </ul>
"""
"en" => """
<p>Ce tutoriel a pour objectif de vous présenter le principe d'un panel. Il détaille ensuite le mode d'élaboration et d'interprétation des principaux indicateurs des panels de distributeurs puis des panels de consommateurs.\n
</p>\n
<p>Ce média pédagogique est un véritable support de cours présentant le programme suivant : </p>\n
<ol> <li>Principe et intérêt d'un panel</li> <li>Les mesures des panels de distributeurs</li> <li>Exploitation des données d'un panel distributeurs <ul><li>Etude de la performance fond de rayon (FDR) </li><li>Etude de la performance en vente sous promotion </li></ul></li> <li>Les mesures d'un panel de consommateurs</li> </ol>\n
<p> Il est constitué de 7 PPT. </p>\n
<ul> <li>support 1 : Eléments clés = 9 slides : Panel de distributeurs & Panel de consommateurs : Schéma d'analyse & Principaux indicateurs</li> <li>support 2 : Principe et intérêt d'un panel = 8 slides</li> <li>support 3 : Les mesures des panels de distributeurs = 7 slides</li> <li>support 4 : Exploitation des données d'un panel distributeurs = 7 slides</li> <li>support 5 : Etude de la performance fond de rayon (FDR)= 10 slides</li> <li>support 6 : Etude de la performance en vente sous promotion= 15 slides</li> <li>support 7 : Les mesures d'un panel de consommateurs = 15 slides</li> </ul>
"""
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
123 => Essec\Faculty\Model\Contribution {#2367
#_index: "academ_contributions"
#_id: "9602"
#_source: array:18 [
"id" => "9602"
"slug" => "politique-de-prix-dune-innovation-babolat-play-pure-drive-la-premiere-raquette-connectee"
"yearMonth" => "2015"
"year" => "2015"
"title" => "Politique de prix d’une innovation: Babolat play pure drive©: La première raquette connectée"
"description" => "DESMET, P. (2015). Politique de prix d’une innovation: Babolat play pure drive©: La première raquette connectée. ESSEC Business School."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => array:1 [
0 => "Marketing"
]
"updatedAt" => "2021-07-13 14:31:17"
"publicationUrl" => "http://dspace.essec.fr/handle/essec/4052"
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Etudes de cas déposées"
"en" => "Published cases"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => """
La société Babolat, leader sur le marché des raquettes de tennis avec un positionnement haut de gamme, a mis au point la première raquette connectée qui permet au joueur d'analyser ses frappes, de suivre ses performances et de comparer son jeu à celui d'autres joueurs (amis et champions sponsorisés par Babolat).\n
Lancée d'abord aux USA, la raquette connectée Play Pure Drive a ensuite été distribuée en France de manière très sélective à un prix d'écrémage. \n
Babolat envisage maintenant une diffusion plus large et s'interroge sur le maintien de cette politique de prix d'écrémage au niveau européen face à l'arrivée sur le marché d'un concurrent majeur, Sony.\n
Une enquête auprès de la cible des joueurs de Babolat fournit des indications sur les prix psychologiques que les acheteurs potentiels sont prêts à payer.
"""
"en" => """
La société Babolat, leader sur le marché des raquettes de tennis avec un positionnement haut de gamme, a mis au point la première raquette connectée qui permet au joueur d'analyser ses frappes, de suivre ses performances et de comparer son jeu à celui d'autres joueurs (amis et champions sponsorisés par Babolat).\n
Lancée d'abord aux USA, la raquette connectée Play Pure Drive a ensuite été distribuée en France de manière très sélective à un prix d'écrémage. \n
Babolat envisage maintenant une diffusion plus large et s'interroge sur le maintien de cette politique de prix d'écrémage au niveau européen face à l'arrivée sur le marché d'un concurrent majeur, Sony.\n
Une enquête auprès de la cible des joueurs de Babolat fournit des indications sur les prix psychologiques que les acheteurs potentiels sont prêts à payer.
"""
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
124 => Essec\Faculty\Model\Contribution {#2368
#_index: "academ_contributions"
#_id: "9603"
#_source: array:18 [
"id" => "9603"
"slug" => "politique-du-prix-du-nabaztag"
"yearMonth" => "2011"
"year" => "2011"
"title" => "Politique du prix du Nabaztag"
"description" => "DESMET, P. (2011). Politique du prix du Nabaztag. ESSEC Business School."
"authors" => array:1 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
]
"ouvrage" => ""
"keywords" => array:11 [
0 => "Prix"
1 => "Produit nouveau"
2 => "Marché-test"
3 => "Expérimentation"
4 => "Prix psychologiques"
5 => "Gabor & Granger"
6 => "Van Westendorp"
7 => "Risque de change"
8 => "Point mort"
9 => "Coefficient multiplicateur"
10 => "Marketing"
]
"updatedAt" => "2021-07-13 14:31:17"
"publicationUrl" => "http://dspace.essec.fr/handle/essec/4047"
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Etudes de cas déposées"
"en" => "Published cases"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Pour une innovation, un lapin communiquant par Internet, le cas permet d'illustrer les différentes approches de fixation du prix d'un produit à partir des informations comptables (point mort, taux de marge souhaité) et des résultats d'études de marché (prix psychologiques et marché test). Il permet aussi d'ouvrir vers les questions de tarification d'un produit-service avec les business modèles de plateforme sur Internet. L'approche pédagogique est volontairement concrète et appliquée et les données brutes des études sont accessibles aux étudiants par des feuilles Excel qui leur permettent, par exemple, de calculer des élasticités."
"en" => "Pour une innovation, un lapin communiquant par Internet, le cas permet d'illustrer les différentes approches de fixation du prix d'un produit à partir des informations comptables (point mort, taux de marge souhaité) et des résultats d'études de marché (prix psychologiques et marché test). Il permet aussi d'ouvrir vers les questions de tarification d'un produit-service avec les business modèles de plateforme sur Internet. L'approche pédagogique est volontairement concrète et appliquée et les données brutes des études sont accessibles aux étudiants par des feuilles Excel qui leur permettent, par exemple, de calculer des élasticités."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
125 => Essec\Faculty\Model\Contribution {#2369
#_index: "academ_contributions"
#_id: "10837"
#_source: array:18 [
"id" => "10837"
"slug" => "convincing-consumers-to-share-personal-data-double-edged-effect-of-offering-money"
"yearMonth" => "2019-07"
"year" => "2019"
"title" => "Convincing consumers to share personal data: double-edged effect of offering money"
"description" => "WEYDERT, V., DESMET, P. et LANCELOT-MILTGEN, C. (2019). Convincing consumers to share personal data: double-edged effect of offering money. <i>Journal of Consumer Marketing</i>, 37(1), pp. 1-9."
"authors" => array:3 [
0 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
1 => array:1 [
"name" => "WEYDERT V."
]
2 => array:1 [
"name" => "LANCELOT-MILTGEN C."
]
]
"ouvrage" => ""
"keywords" => array:5 [
0 => "control"
1 => "privacy"
2 => "regulatory focus"
3 => "data sharing"
4 => "monetary compensation"
]
"updatedAt" => "2023-01-28 01:00:37"
"publicationUrl" => "https://www.emerald.com/insight/content/doi/10.1108/JCM-06-2018-2724/full/html"
"publicationInfo" => array:3 [
"pages" => "1-9"
"volume" => "37"
"number" => "1"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "The purpose of this paper is to demonstrate how offering control on data usage and offering money can increase willingness to share private information with a data broker. Design/methodology/approach Personal data are collected for internet users with a Web questionnaire. In an experimental framework, compensations control money are manipulated and consumers’ data sharing is explained by sensitivity and regulatory focus. Findings Offering control increases willingness to disclose personal data, even sensitive one, but the effect is not moderated by regulatory focus. Offering monetary compensation has a negative, but small, effect on willingness to share personal data, and the effect is moderated by regulatory focus. Originality/value Offering a large amount of money is a double-edged offer, as it creates a signal that increases potential negative effect of disclosing personal data to unknown third party."
"en" => "The purpose of this paper is to demonstrate how offering control on data usage and offering money can increase willingness to share private information with a data broker. Design/methodology/approach Personal data are collected for internet users with a Web questionnaire. In an experimental framework, compensations control money are manipulated and consumers’ data sharing is explained by sensitivity and regulatory focus. Findings Offering control increases willingness to disclose personal data, even sensitive one, but the effect is not moderated by regulatory focus. Offering monetary compensation has a negative, but small, effect on willingness to share personal data, and the effect is moderated by regulatory focus. Originality/value Offering a large amount of money is a double-edged offer, as it creates a signal that increases potential negative effect of disclosing personal data to unknown third party."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
126 => Essec\Faculty\Model\Contribution {#2370
#_index: "academ_contributions"
#_id: "12875"
#_source: array:18 [
"id" => "12875"
"slug" => "drivers-of-consumers-willingness-to-answer-an-ewom-solicitation-for-a-time-limited-offer"
"yearMonth" => "2022-04"
"year" => "2022"
"title" => "Drivers of Consumers’ Willingness to Answer an eWOM Solicitation for a Time-Limited Offer"
"description" => "LACAN, C., LE NAGARD, E. et DESMET, P. (2022). Drivers of Consumers’ Willingness to Answer an eWOM Solicitation for a Time-Limited Offer. <i>Journal of Interactive Marketing</i>, 57(2), pp. 343-355."
"authors" => array:3 [
0 => array:3 [
"name" => "LE NAGARD Emmanuelle"
"bid" => "B00000304"
"slug" => "le-nagard-emmanuelle"
]
1 => array:3 [
"name" => "DESMET Pierre"
"bid" => "B00000155"
"slug" => "desmet-pierre"
]
2 => array:1 [
"name" => "LACAN Camille"
]
]
"ouvrage" => ""
"keywords" => array:4 [
0 => "solicited eWOM"
1 => "solicitation framing"
2 => "construal levels"
3 => "time-limited offer"
]
"updatedAt" => "2022-06-03 11:04:46"
"publicationUrl" => "https://doi.org/10.1177/10949968221083096"
"publicationInfo" => array:3 [
"pages" => "343-355"
"volume" => "57"
"number" => "2"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "To quickly develop awareness of time-limited offers, marketers use an increasing number of eWOM solicitations, whereby they ask their customers to spread statements to their friends and acquaintances about products or a company. Despite growing interest in this communication tool, very little is known about what makes an efficient solicitation strategy. This research examines the drivers of consumers’ willingness to generate solicited eWOM for a time-limited offer. Using an experimental framework, this research shows that the most efficient strategy for generating solicited eWOM when it is the most valuable is to solicit well before the deadline using a gain- (loss-) framing solicitation on engaged (nonengaged) individuals."
"en" => "To quickly develop awareness of time-limited offers, marketers use an increasing number of eWOM solicitations, whereby they ask their customers to spread statements to their friends and acquaintances about products or a company. Despite growing interest in this communication tool, very little is known about what makes an efficient solicitation strategy. This research examines the drivers of consumers’ willingness to generate solicited eWOM for a time-limited offer. Using an experimental framework, this research shows that the most efficient strategy for generating solicited eWOM when it is the most valuable is to solicit well before the deadline using a gain- (loss-) framing solicitation on engaged (nonengaged) individuals."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-21T15:21:45.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 4.8297167
+"parent": null
}
]
"avatar" => "https://faculty.essec.edu/wp-content/uploads/avatars/B00000155.jpg"
"contributionCounts" => 127
"personalLinks" => array:2 [
0 => "<a href="https://orcid.org/0000-0002-1633-9450" target="_blank">ORCID</a>"
1 => "<a href="https://scholar.google.com/citations?user=b7inSjkAAAAJ" target="_blank">Google scholar</a>"
]
"docTitle" => "Pierre DESMET"
"docSubtitle" => "Emeritus Professor"
"docDescription" => "Department: Marketing<br>Campus de Cergy"
"docType" => "cv"
"docPreview" => "<img src="https://faculty.essec.edu/wp-content/uploads/avatars/B00000155.jpg"><span><span>Pierre DESMET</span><span>B00000155</span></span>"
"academ_cv_info" => ""
]
#_index: "academ_cv"
+lang: "en"
+"_type": "_doc"
+"_score": 5.0369525
+"parent": null
}
