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Regards croisés sur les marques à l'ère digitale : enjeux et facteurs clés de succès ?

Author

Listed:
  • Christine Balagué

    (IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - TEM - Télécom Ecole de Management)

Abstract

La transformation digitale change la façon de communiquer des marques et la façon de concevoir l'expérience client. L'utilisation des nouvelles technologies constitue un enjeu majeur pour les marques. Comment les entreprises s'adaptent ? Quelles sont les priorités ? Du physique au Digital quelles expériences clients ? Quels changements pour les marques ? Coordonnée et animée par Géraldine Michel, Professeur à l'IAE de Paris, Directeure de la chaire Marques & Valeurs, elle regroupera Christine Balagué, Professeur, titulaire de la Chaire réseaux sociaux et Objets connectés, Telecom Ecole de Management-Institut Mines telecom, Ann-Sophy Cicofran, Planneur stratégique et Digital Scénarist, Ogilvy, Alexandre Kane, Chief digital Officer, EM Lyon, Michaela Merk, Consultante digitale, Merk & Partners et Billy Salha, Directeur Europe et Asie, Bic.

Suggested Citation

  • Christine Balagué, 2017. "Regards croisés sur les marques à l'ère digitale : enjeux et facteurs clés de succès ?," Post-Print hal-01680779, HAL.
    • Handle: RePEc:hal:journl:hal-01680779
    as

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