Contenu du sommaire : Fidélisation et personnalisation

The customer orientation expresses the organisational transformations of the companies and their new report at the market. Renewal of a transactional marketing to a relational marketing means this newway of the development of consumer loyalty of the customers with their supposed personalization. This article proposes to question these transformations under the sociological and communication point of view. Our assumption is that they are the expression of an integration of the company and market in an unified system and the advent of a work rationalized and controlled individuals under the figure of the customer.

Whereas the traditional approach to loyalty aims at creating and developing a relation between the brand and a customer, the tribal approach to loyalty prefers to recreate and support the relation between customers. The communal inter-relations exert pressure on members to remain loyal to the collective and consequently to the brand. In this view, all the means of communication are dedicated to supporting the tribal link, not substituting for it.

In a context which is paradoxically marked both by individualism and yet by a desire to promote a collective revival, companies turn to new information and communication technologies (NICT) in order to strike up a new contact with many-faceted consumers. To that end they offer new socializing places particularly on the internet. “Relationship technologies” make (new) links between clients easier to the advantage of the company. The two firms ESP and Coca Cola set an example that highlights two different C to C marketing strategies and their specific consequences regarding the quality of the social tie thus developed.

This article shows that, from a socio-anthropological point of view, a lack of consumer loyalty can be explained by instability or change in social life. This change is linked to the stages of the life course. An examination of young people's behaviors involving alcohol and clothing demonstrates how they are becoming more autonomous from their parents but more subject to the social norm of their peer group. Choosing — or not choosing — a product or a brand is directly linked to the variability of peer social norms. This choice indicates a strong social constraint, that of group affiliation.

Since 1961, the unique financial success of Manchester United is largely based on supporters loyalty policy. By 1991, the changing structure has transformed the supporters into customers. Nevertheless, some of them will express themselves as prominent leaders, engaging themselves in various issues, such as the campaign against Murdorch.

The aim of this article is to offer some thoughts about the nature of the relationships between cybermerchants and customers constructed through electronic messaging. The distinction made between newsletters and e-mail exchange - both of which use the e-mail service of the internaute and require his cooperation - refers to different individualization modes, supposed to benefit from one another . The confrontation of the practises used by the cybermerchants and the perceptions of the online consumers enlights the low personnalization level of the communication actions made by the web editors.

This article proposes to show how the practises of relational marketing as largely “naturalized” induce profesionnals and targets to forget the representation on wich they are based. Brand magazines seem to be supported by a metaphorical reading contract to suggest a loyalty building relationship to their audiences. This build up of a modelised and systemised relationship is nevertheless confronted to deconstruction and readers manipulation. This “paper loyalty”, between symbols and practises, seems fragile as readers and clients prove themselves free in their consumption journey.

This article analyses the strategy of fidelisation of consumer magazines. We show the strategy of enonciation through the analysis of three titles : « Le journal de Carrefour », « Vivre champion » and « Pour Vous » by Géant Casino. We study mainly the customers' testimonies in short articles. These quotations show the relation between buyers and retailers. They are the symbols of the partnership existing between sales outlets and their customers.

This article tries to answer that question : do societies intend to personalize and develop members' loyalty ? Our reflexion is based on the analysis of texts and pictures contained in documents produced by societies (Friends of Museums). We will see that it is not so easy to make a connection between what firms and societies operate.

The author examins the scientific works about internal communication written since thirty years in french language. She disjoins and studies « meta professionnal perspectives » and « scientific perspectives ». The analysis shows that these works are inscribed in symbolic logicals with questions about power and communicating mind.

The traditionnal vision of the territory lived and the urban context is upset. Any kind of local actors, from citizens to business men through political, are facing to the jamming of territories and space references, which results from mobilities. Territorial development policies are based on limited geographic frontiers and so far, the local actors power frontiers are depending on. Invisible and virtual space takes an increasing weight. Public space is reduced less and less to a physical space supposing streets and places. Media space with the debates which it promotes cheek an increasingly important contemporary role and on the same time, territorial dynamics supposes a double communication : bottom up and signal down. Our object, the territorial educational system, is may be, the most eminently complex because, each component, each actor, each speaker is in total interaction with the others and the environment, at the same time as it is open on a space and temporal external environment. The main question and our purpose is how, to manage all these skills and transfer it.

Death remains one of the main taboo in our society. Facing death, sensitiveness can change, leading new schemes of neutralization, that are determined by professionalisation and privatisation of death. Social practices that are implemented for death can change. If about 80 % of obsequies are religiously celebrated, catholic Church has lost its "totalizing power". This change will also be maintained by the medicalisation of death, that therefore leads to a sort of "delocalisation" of death.