Essec\Faculty\Model\Contribution {#2216
  #_index: "academ_contributions"
  #_id: "3220"
  #_source: array:26 [
    "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" => "2024-11-18T16:21:46.000Z"
    "docTitle" => "Marketing direct - concepts et méthodes"
    "docSurtitle" => "Books"
    "authorNames" => "<a href="/cv/desmet-pierre">DESMET Pierre</a>"
    "docDescription" => "<span class="document-property-authors">DESMET Pierre</span><br><span class="document-property-authors_fields">Marketing</span> | <span class="document-property-year">2001</span>"
    "keywordList" => ""
    "docPreview" => "<b>Marketing direct - concepts et méthodes</b><br><span>2001-01 | Books </span>"
    "docType" => "research"
    "publicationLink" => "<a href="#" target="_blank">Marketing direct - concepts et méthodes</a>"
  ]
  +lang: "en"
  +"_type": "_doc"
  +"_score": 8.271731
  +"parent": null
}