Free Ebook Le Storytelling des Marques de Luxe: Mécanismes d'influence et conditions d'efficacité (French Edition), by Lionel Chu
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Le Storytelling des Marques de Luxe: Mécanismes d'influence et conditions d'efficacité (French Edition), by Lionel Chu
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Face � une soci�t� en manque de rep�res et en qu�te d’authenticit�, les marques de luxe ont d�velopp� une nouvelle mani�re de communiquer afin de valoriser leur histoire, leur h�ritage et leurs valeurs : il s’agit du marketing narratif ou commun�ment appel� storytelling. Ainsi, cet ouvrage a pour objectif de comprendre les fondements, d�terminants et m�canismes m�me du storytelling, de d�crypter les relations et les points communs entre l’univers du luxe, le brand content et le storytelling. Il est question �galement de conna�tre les raisons et les logiques comportementales des individus face � l’int�gration du storytelling dans les campagnes publicitaires diffus�es par les marques de luxe, de cerner les d�terminants et les diff�rentes �tapes du storytelling, de d�terminer les leviers d’un storytelling performant et d’identifier ses limites. Enfin, le but majeur de ce travail est d’apporter une r�elle plus-value aux professionnels du luxe, dirigeants comme managers, sur un sujet qui reste relativement peu �tudi� � ce jour par les chercheurs.
- Published on: 2016-05-10
- Released on: 2016-05-10
- Original language: French
- Dimensions: 8.66" h x .22" w x 5.91" l,
- Binding: Paperback
- 96 pages
About the Author
Titulaire d’un Master en Marketing Strat�gique et Innovation des Marques � l’INSEEC Business School de Paris, Lionel CHU est un grand passionn� de l’univers du luxe, de la photographie et de l’aviation. Il est aujourd’hui Consultant aupr�s du cabinet Sopra Steria � Paris La D�fense.
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