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La couleur au coeur de la stratégie marketing

Author

Listed:
  • Véronique Boulocher-Passet

    (University of Brighton)

  • Sabine Ruaud

    (EDHEC - EDHEC Business School - UCL - Université catholique de Lille)

Abstract

Cet ouvrage présente une synthèse de l'influence que peut avoir la couleur sur le consommateur et illustre l'utilisation de plus en plus sophistiquée qui en est faite par les entreprises pour développer leur stratégie marketing. L'ambition est d'aider le lecteur à décrypter le potentiel immense que la couleur représente pour les marques, de lui apporter des repères de compréhension des stratégies qui s'appuient sur la couleur, de lui fournir des clés d'analyse pour une utilisation des couleurs en marketing. Abondamment illustré par des exemples multicolores qui témoignent des stratégies et tactiques variées et inventives auxquelles ont recours les entreprises, l'originalité de l'ouvrage tient dans son approche à la fois historique, théorique et pratique du phénomène couleur dans la stratégie marketing.

Suggested Citation

  • Véronique Boulocher-Passet & Sabine Ruaud, 2016. "La couleur au coeur de la stratégie marketing," Post-Print hal-03160177, HAL.
    • Handle: RePEc:hal:journl:hal-03160177
    as

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