CDO Update : first week in Paris

This week is a special one of “retrouvailles” in Paris.
After one month and a half, the CDO students are back to school, a moment felt as holidays !
We welcomed Professor Luc Boyer on Monday with a rich presentation of prospective and its application to the field of communication and advertising, the latest news were shared [...]

Statistical Textual Analysis: How nice!

Textual statistics methods were developped more than two decades ago combining differents disciplines : linguitics, discourse analysis, statistics, information technology, and survey processing.
They have been applied to a wide variety of topics (in history, marketing, sociology, etc.) and different objects: open questions, interview analysis, written transcripts, documents, novels…
Two main approaches can be identified:
* French approach [...]

Marketing & ethics

A quick and short note to refer to the chapter written with Professor Hervé Fenneteau about marketing’s ability to be “responsible”. We present Kotler’s seminal work and his proposal of a “social marketing” and the subsequent critics of this view. We also suggest a four cells matrix in order to clarify the debate of “whether [...]

Master CDO: Here we go !

The master ” communication & organization” of Sciences Po Rennes has opened this Monday 7th september. Six students are participating to the program. All of them will receive both a theoretical and practical training. This will take place in parallel with their training period (from mid-september to end of june).
The organizations that welcome them [...]

Information search and paid results

Relatively little academic knowledge has been developed to understand users’ perceptions and behaviors toward sponsored links. In particular it is of foremost importance to delineate factors that influence click intention and behavior. This paper proposes a hierarchy-of-effects model in order to understand surfers’ click on sponsored links. An empirical study is conducted over 349 participants [...]

Privacy

The privacy issue has been my entry door to online marketing and, more generally, wireless marketing topics.
Online environment is now part of everyday life. However, trust is still an important issue for online merchants. This explains why there is an increasing interest in “trust busters” by the general consumer. Trust busters entail, among other, [...]

Q-method

This book offers a panorama of research methods – qualitative and quantitative – used in management sciences and social sciences. It is edited by P. Roussel and F. Wacheux. The chapter I wrote is dedicated to q-method, a method designed to “study human subjectivity”, as stated by Williamsom.
Visit also the qmethod website.

Market orientation & Marketing for the 21st century

This handbook is directed by Pr. A. Ranchhod (Solent University) and I contributed to it. It attempts at developping a vision of the hot topics of marketing practice in coming years.

Crisis Marketing & Communication

This handbook (in french) is dedicated to crisis marketing and crisis communication. It attempts to link consumer behavior and public opinion to the implementation of marketing and communication during crisis periods, including product-harm crises.