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VDM Verlag Celebrity Marketing: Histoire, stratégies et modes d’emploi des célébrités par les marques

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Description

Le celebrity marketing regroupe toutes les actions marketing ou de communication qui utilisent les services d’une célébrité au profit d’une marque, d’un produit, d’un service ou d’une idée. La technique n’est pas récente puisque, dès la fin du XIXe siècle, nombre de marques courtisaient déjà les comédiens du théâtre et les acteurs d’un cinéma naissant, pour diverses prestations commerciales. Si le celebrity marketing est en plein essor aujourd'hui, c’est pour deux raisons majeures. D'une part, les marques perçoivent l’atout concurrentiel réel de s’associer avec une célébrité, dans un univers concurrentiel croissant. D'autre part, les célébrités se sont diversifiées et permettent désormais des actions marketing plus performantes, en matière de ciblage notamment. Mais comment choisir la bonne star ? Comment utiliser notoriété et image de la célébrité la plus idoine ? Comment négocier un contrat gagnant-gagnant, avec le bon porte-parole potentiel pour la marque ? Après avoir retracé les origines historiques de la star, ce livre détaille les stratégies possibles en matière de celebrity marketing, ainsi que les modes d’emploi efficients pour atteindre l’objectif marketing assigné.

Product Specifications

Format
paperback
Domain
Amazon UK
Release Date
19 October 2016
Listed Since
26 October 2016

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