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« Toi aussi, deviens mon ami » Intégrer le Web 2.0 dans sa stratégie de communication

Author

Listed:
  • Catherine Viot

    (Bordeaux Management School (BEM), IRGO - Institut de Recherche en Gestion des Organisations - Université Montesquieu - Bordeaux 4 - Institut d'Administration des Entreprises (IAE) - Bordeaux)

Abstract

Les effets du web 2.0 ne se limitent pas à la sphère des internautes. Par effet de ricochet, les marques sont également tenues d'adapter leur stratégie de communication. En effet, le web 2.0 leur offre de nouvelles opportunités d'écoute des clients et des prospects dont elles auraient tort de se priver. En outre, le web social donne aux marques la possibilité de converser directement avec le consommateur.

Suggested Citation

  • Catherine Viot, 2010. "« Toi aussi, deviens mon ami » Intégrer le Web 2.0 dans sa stratégie de communication," Post-Print halshs-02913283, HAL.
    • Handle: RePEc:hal:journl:halshs-02913283
    DOI: 10.7193/DM.058.77.82
    as

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