Essec\Faculty\Model\Contribution {#2233
  #_index: "academ_contributions"
  #_id: "3116"
  #_source: array:26 [
    "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" => "2024-11-18T17:21:41.000Z"
    "docTitle" => "Le CD-ROM - Porte du multimédia pour le marketing"
    "docSurtitle" => "Livres"
    "authorNames" => "<a href="/cv/desmet-pierre">DESMET Pierre</a>, ZEYL A."
    "docDescription" => "<span class="document-property-authors">DESMET Pierre, ZEYL A.</span><br><span class="document-property-authors_fields">Marketing</span> | <span class="document-property-year">1997</span>"
    "keywordList" => ""
    "docPreview" => "<b>Le CD-ROM - Porte du multimédia pour le marketing</b><br><span>1997-01 | Livres </span>"
    "docType" => "research"
    "publicationLink" => "<a href="#" target="_blank">Le CD-ROM - Porte du multimédia pour le marketing</a>"
  ]
  +lang: "fr"
  +"_type": "_doc"
  +"_score": 9.241645
  +"parent": null
}