RI2014332 ART. REINVENTING THE MAIL MEDIA
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Article: Reinventing the mail media
By Éric TROUSSET
Assistant general manager of marketing & surveys, Mediapost Publicité
Abstract
Communication, by nature in the avant-garde, must cope with accelerated changes stemming from digital innovations. The media, agencies and advertisers who want to boost their brands must redesign their business models. In this deeply changing context, the French Post Office (La Poste) must reinvent mail services. How to sell direct marketing campaigns based on printed matter given the immediateness, sharing and geolocalization characteristic of Google, Twitter or Facebook? During the process leading up to a purchase, consumers — the hub of this reinvention — know how to tell the difference between media. How to decipher this process and offer consumers the best of both printed and digital communication?
9782747223379
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This article focuses on current and future analysis teams Socially Responsible Investment (SRI) of asset management in France. The aim of this paper is to investigate a possible convergence between traditional asset management and SRI management, in particular through a detailed study of the tasks performed by these teams and their position in the Management Industry assets. The results of a survey conducted in France in 2009 with key players in the field are presented. These results suggest a convergence taking place between SRI and conventional management (mainstream), although it still seems to be a great heterogeneity of practices reflecting a transition in a field still very fragmented.
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Availability: 30 In Stock