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Le rôle et le profil des leaders d'opinion pour la diffusion de l'Internet

Author

Listed:
  • Eric Vernette

    (IAE - Institut d'Administration des Entreprises - Toulouse)

Abstract

Les turbulences du marché de l'Internet amènent les managers marketing à rechercher de nouveaux repères pour comprendre et anticiper son développement. Cet article met en évidence le rôle joué par les leaders d'opinion, identifie et qualifie le profil de ce segment, avant de montrer comment atteindre cette cible dans un plan média.

Suggested Citation

  • Eric Vernette, 2002. "Le rôle et le profil des leaders d'opinion pour la diffusion de l'Internet," Post-Print halshs-02920042, HAL.
    • Handle: RePEc:hal:journl:halshs-02920042
    DOI: 10.7193/DM.025.37.51
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    Cited by:

    1. Passos, Gisèle, 2013. "La vengeance du consommateur insatisfait sur Internet et l'effet sur les attitudes des autres consommateurs," Economics Thesis from University Paris Dauphine, Paris Dauphine University, number 123456789/11827 edited by Le Nagard, Emmanuelle.

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