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Essay

L?Image Et Sa Gestion Strategique En Marketing

Essay specific features

 

Issue:

Business

 

Written by:

Frank B

 

Date added:

December 11, 2014

 

Level:

University

 

Grade:

A

 

No of pages / words:

14 / 3681

 

Was viewed:

4750 times

 

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Essay content:

L’image regroupe donc une composante cognitive et une composante affective. Aujourd’hui, le consommateur ne recherche plus seulement la consommation « utilitaire » du produit mais egalement une part d’imaginaire ou de reve... En revanche, une bonne image n’entraine pas forcement une forte intention d’achat...
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En effet, certains freins a l’achat, comme un prix eleve par exemple, seront aux yeux de certains consommateurs plus importants qu’une bonne image. L’acte d’achat renvoie au positionnement dans son ensemble (prix-produit-image). Une fois le positionnement decide, la reflexion sur la gestion strategique de l’image peut commencer...
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General issues of this essay:
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