Claire Roederer

<p>Docteur en sciences de gestion (IAE de Dijon, Université de Bourgogne), Claire Roederer est maître de conférences HDR à l’EM Strasbourg (Université de Strasbourg) et responsable de la spécialisation Marketing Stratégique et Opérationnel dans le Programme Grande École (Master 2). Ses intérêts de recherche portent sur la consommation expérientielle et le marketing expérientiel. Elle est auteur/co-auteur de plusieurs études de cas, ouvrages et articles traitant de ces questions, dont <em>Marketing et consommation expérientiels</em>, paru en 2012, aux Éditions EMS Management & Société.</p>

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Affiche du document Marketing and experiential consumption — Marketing and experiential consumption
Claire Roederer
3h08min15
Marketing et communication
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251 pages. Temps de lecture estimé 3h08min.
Dimensions of experience as a key to successful experiential strategies First discussed in the seminal articles by Holbrook and Hirschman, the experiential approach attempts to understand individuals’ reactions when they consume, with the idea that we seek to enjoy consumption experiences for the pleasure, the emotions and sensations they give us. This led to the notion of experiential marketing, which encouraged firms to gain a competitive edge by reviewing their offer in the light of the experience enjoyed by the consumers. Over the last twenty years or so, both academia and business have become increasingly interested in the experiential aspects of consumption and the managerial approaches that attempt to take them into account. However, twenty-five years after the beginnings of experiential marketing, and despite the great effort many manufacturers and retailers have put into developing it, the results have not always lived up to expectations in terms of market share and customer loyalty. A number of challenges remain in the implementation of experiential strategies and, more broadly, the added value expected from the experiential approach has not always materialised. If we wish to persuade managers toadopt an experiential perspective by optimising their strategies’ chances of success,we need to offer them a well thought-through conceptualisation of the consumer experience, with various tools that can be used in all commercial contexts. This book sets out to do just that by exploring the notion of experience from a conceptual, methodological and strategic standpoint. Marketing & experiential consumption offers a conceptualisation of experience based on four, empirically validated dimensions that are present in all experiences, whatever the context. The book gives new insights into the issue and offers managers new frameworks for their experiential strategy.

Marketing and experiential consumption
Claire Roederer
3h08min15
Marketing et communication
Youscribe plus

251 pages. Temps de lecture estimé 3h08min.
Dimensions of experience as a key to successful experiential strategies First discussed in the seminal articles by Holbrook and Hirschman, the experiential approach attempts to understand individuals’ reactions when they consume, with the idea that we seek to enjoy consumption experiences for the pleasure, the emotions and sensations they give us. This led to the notion of experiential marketing, which encouraged firms to gain a competitive edge by reviewing their offer in the light of the experience enjoyed by the consumers. Over the last twenty years or so, both academia and business have become increasingly interested in the experiential aspects of consumption and the managerial approaches that attempt to take them into account. However, twenty-five years after the beginnings of experiential marketing, and despite the great effort many manufacturers and retailers have put into developing it, the results have not always lived up to expectations in terms of market share and customer loyalty. A number of challenges remain in the implementation of experiential strategies and, more broadly, the added value expected from the experiential approach has not always materialised. If we wish to persuade managers toadopt an experiential perspective by optimising their strategies’ chances of success,we need to offer them a well thought-through conceptualisation of the consumer experience, with various tools that can be used in all commercial contexts. This book sets out to do just that by exploring the notion of experience from a conceptual, methodological and strategic standpoint. Marketing & experiential consumption offers a conceptualisation of experience based on four, empirically validated dimensions that are present in all experiences, whatever the context. The book gives new insights into the issue and offers managers new frameworks for their experiential strategy.

Accès libre

Affiche du document Marketing et consommation expérientiels — Marketing et consommation expérientiels
Claire Roederer
3h23min15
Vie pratique
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271 pages. Temps de lecture estimé 3h23min.
L'approche expérientielle, initiée par les articles fondateurs d'Holbrook et Hirschman, s'attache à comprendre l'individu, lorsqu'il consomme. Elle postule que nous cherchons à vivre des expériences de consommation pour les plaisirs, les émotions et les sensations, qu'elles nous procurent. Celle-ci a don-né naissance au marketing expérientiel, incitant les entreprises à revoir leurs offres à l'aune de l'expérience, afin de se différencier de la concurrence. Les aspects expérientiels de la consommation et les approches managériales cherchant à les prendre en compte, suscitent depuis une vingtaine d'années un intérêt incontestable tant dans le champ académique que professionnel. Cependant, force est de constater que vingt-cinq ans après les débuts du marketing expérientiel, beaucoup d'efforts ont été investis par les entre-prises, sans que les résultats en termes de parts de marché ou de fidélisation du client soient toujours concluants. La mise en oeuvre de stratégies expérientielles se heurte en effet à différentes contraintes et, plus largement, la question de la valeur ajoutée de l'approche expérientielle n'est pas entièrement résolue. Or, si l'on veut convaincre les managers d'adopter une perspective expérientielle en optimisant les chances de succès des stratégies mises en oeuvre, il faut pouvoir leur proposer une conceptualisation aboutie de l'expérience de consommation, avec des leviers actionnables dans n'importe quel contexte commercial. C'est ce que cet ouvrage entreprend de faire en proposant une exploration de la notion d'expérience sur un plan conceptuel, méthodologique et stratégique. Marketing et consommation expérientiels propose une conceptualisation de l'expérience fondée sur quatre dimensions, validées empiriquement présentes dans n'importe quelle expérience, quel qu'en soit le contexte. L'ouvrage apporte un éclairage nouveau sur ce sujet et s'applique à proposer aux managers de nouvelles grilles de pilotage de stratégies expérientielles.

Accès libre

Claire Roederer

Claire Roederer

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Marketing and experiential consumption

Marketing et consommation expérientiels