• Cultural and creative industries

Marketing, Negotiation & Sales

Research team

Description

Our research focuses on (i) the analysis of consumer behavior, (ii) the study of consumer behavior (based on big data analysis) allowing companies to enhance their customer capital, and (iii) the practice of negotiations within networks (integrating the network as a development capital for companies, but also for non-profit organizations). Our research covers topics related to consumer behavior in their relationship with the company (BtoC) as well as studies on relationships between companies (BtoB). The methodologies used are diverse and include both qualitative methods (semi-structured interviews and focus groups) and quantitative methods (experiments, surveys, exploitation of customer databases). Teams can be formed around these topics (Consumer Behavior; Marketing Analytics; Negotiation).

Contacts

  • Nathalie Demoulin
    Team manager

Informations

Bâtiment SH2, Avenue Jean Perrin
Campus Cité scientifique, Université de Lille
59655 VILLENEUVE D’ASCQ

https://lem.univ-lille.fr/la-recherche/axes-de-recherche/marketing-negotiation-sales/

Effectif

Effectif total : 27

Personnel de recherche : 27

Expertises

Skills

• Study of consumer behavior
• Impact of new technologies on consumer behavior
• Prediction and influence of consumer behavior
• Social and psychological theories of consumption
• Relationship Marketing
• BtoC and BtoB relations
• Big data analytics
• Data mining and text-mining
• Sales management

Example(s) of publications

• De Caigny A., Coussement K., De Bock K. W., (2020). Leveraging Fine-Grained Transaction Data for Customer Life Event Predictions, Decision Support Systems, 130 (March) 1-12.
• de Kerviler, Gwarlann, Nico Heuvinck, and Elodie Gentina. (2021) "“Make an Effort and Show Me the Love!” Effects of Indexical and Iconic Authenticity on Perceived Brand Ethicality." Journal of Business Ethics, 1-22.
• Meire M., Hewett K., Ballings M., Kumar V., Van den Poel D., (2019), The Role of Marketer Generated Content in Customer Engagement Marketing, Journal of Marketing, 83(6), pp. 21-42
• Paesbrugghe, Bert, et al. (2020). "Evaluation of salespeople by the purchasing function: implications for the evolving role of salespeople." Journal of Personal Selling & Sales Management 40.4 : 289-305.
• Swaen, Valérie, Nathalie Demoulin, and Véronique Pauwels-Delassus. (2021) "Impact of customers’ perceptions regarding corporate social responsibility and irresponsibility in the grocery retailing industry: The role of corporate reputation." Journal of Business Research, Vol 131, 707-721.
• Weijters Bert, Millet Kobe, Cabooter E., (2021). Extremity in dropdown scale format responses. Some evidence on how visual distance between response categories influences extreme responding., International Journal of Research in Marketing, 37 (1) 85-103.

Services offers

Applications sectors

  • Trade / Retail
  • Science / Research

Services provided

Qualitative methods:
• semi-structured interviews
• focus groups

Quantitative methods:
• experiments
• surveys
• operation of customer databases
• big data
• data and text-mining

Consulting services

We provide consulting services related to all our areas of expertise.

Equipments

We do not offer access to any equipment.

Ecosystem

Affiliated institutions / organisations

University of Lille
CNRS
IESEG School of Management

Partner institution(s)

Artois University

Unit(s) of attachment

Groups/Networks/Federations

Maison Européenne des Sciences de l'Homme et de la Société

Doctoral schools

Regional strategic areas of activity

  • Cultural and creative industries
    • Applications, outreach and cognitive sciences

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Thematics

Current thematics

  • Cultural and creative industries
    • Applications, outreach and cognitive sciences
Title

Current content

Marketing, Negotiation & Sales
Type

Current content

Research team
Description

Current content

Our research focuses on (i) the analysis of consumer behavior, (ii) the study of consumer behavior (based on big data analysis) allowing companies to enhance their customer capital, and (iii) the practice of negotiations within networks (integrating the network as a development capital for companies, but also for non-profit organizations). Our research covers topics related to consumer behavior in their relationship with the company (BtoC) as well as studies on relationships between companies (BtoB). The methodologies used are diverse and include both qualitative methods (semi-structured interviews and focus groups) and quantitative methods (experiments, surveys, exploitation of customer databases). Teams can be formed around these topics (Consumer Behavior; Marketing Analytics; Negotiation).
Contact informations
Contact

Current content

Contact name Email phone number
DEMOULIN Nathalie n.demoulin@ieseg.fr
URL

Current content

https://lem.univ-lille.fr/la-recherche/axes-de-recherche/marketing-negotiation-sales/

Address

Current content

Bâtiment SH2, Avenue Jean Perrin
Campus Cité scientifique, Université de Lille
59655 VILLENEUVE D’ASCQ
Keywords

Current content

consumer behavior, relationship marketing, international marketing, digitalization, digital marketing, personalization, BtoB, BtoC, CRM, big data, data-mining, text-mining, sales management
Our search domains
Skills

Current content

• Study of consumer behavior • Impact of new technologies on consumer behavior • Prediction and influence of consumer behavior • Social and psychological theories of consumption • Relationship Marketing • BtoC and BtoB relations • Big data analytics • Data mining and text-mining • Sales management
Workforce

Current content

Nombre de chercheurs : 27
Nombre de doctorants :
Nombre de personnel d'appui à la recherche :
Effectif total : 27
Example(s) of projects

Current content

Example(s) of publications

Current content

• De Caigny A., Coussement K., De Bock K. W., (2020). Leveraging Fine-Grained Transaction Data for Customer Life Event Predictions, Decision Support Systems, 130 (March) 1-12. • de Kerviler, Gwarlann, Nico Heuvinck, and Elodie Gentina. (2021) "“Make an Effort and Show Me the Love!” Effects of Indexical and Iconic Authenticity on Perceived Brand Ethicality." Journal of Business Ethics, 1-22. • Meire M., Hewett K., Ballings M., Kumar V., Van den Poel D., (2019), The Role of Marketer Generated Content in Customer Engagement Marketing, Journal of Marketing, 83(6), pp. 21-42 • Paesbrugghe, Bert, et al. (2020). "Evaluation of salespeople by the purchasing function: implications for the evolving role of salespeople." Journal of Personal Selling & Sales Management 40.4 : 289-305. • Swaen, Valérie, Nathalie Demoulin, and Véronique Pauwels-Delassus. (2021) "Impact of customers’ perceptions regarding corporate social responsibility and irresponsibility in the grocery retailing industry: The role of corporate reputation." Journal of Business Research, Vol 131, 707-721. • Weijters Bert, Millet Kobe, Cabooter E., (2021). Extremity in dropdown scale format responses. Some evidence on how visual distance between response categories influences extreme responding., International Journal of Research in Marketing, 37 (1) 85-103.
Collaborations/Partners/Scientific clients

Current content

Collaborations/Partners/Private Clients

Current content

Services offers
Training offers

Current content

Services offers

Current content

Qualitative methods: • semi-structured interviews • focus groups Quantitative methods: • experiments • surveys • operation of customer databases • big data • data and text-mining
Consulting services

Current content

We provide consulting services related to all our areas of expertise.
Equipments
Equipements spécifiques

Current content

We do not offer access to any equipment.
Ecosystem
Affiliated institutions / organisations

Current content

  • University of Lille
  • CNRS
  • IESEG School of Management
Établissement(s) partenaire(s)

Current content

Artois University
Unit(s) of attachment

Current content

  • Lille Economics Management
Groups/Networks/Federations

Current content

MESHS - Maison Européenne des Sciences de l'Homme et de la Société
Doctoral schools

Current content

Equipex/EquipEx+/ESR

Current content

Competitive cluster

Current content

Regional strategic areas of activity

Current content

  • Cultural and creative industries
  • Applications, outreach and cognitive sciences
Personal informations
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