Bernard Cova

Euromed Management

Domaine de Luminy

BP 921 13288 Marseille Cedex 9, 13288

France

SCHOLARLY PAPERS

9

DOWNLOADS
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2,465

CITATIONS
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Top 44,896

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3

Scholarly Papers (9)

1.

Unconventional Marketing: From Guerrilla to Consumer Made

Chapter for: Routledge Companion on Future of Marketing Part III. Reconnecting with Consumers and Markets, Forthcoming, San Diego Legal Studies Paper No. 14-165
Number of pages: 22 Posted: 10 Sep 2014
Bernard Cova and Marcel Saucet
Euromed Management and LCA Ltd
Downloads 827 (26,191)

Abstract:

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legal issues, street

2.

The Secret Lives of Unconventional Campaigns: Street Marketing on the Fringe

Issue n. 1, Journal of Marketing, 2015, San Diego Legal Studies Paper No. 14-145
Number of pages: 22 Posted: 20 Mar 2014 Last Revised: 21 Feb 2015
Bernard Cova and Marcel Saucet
Euromed Management and LCA Ltd
Downloads 728 (31,221)

Abstract:

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Legal issues with street marketing, street marketing

3.

When Brand Community and Brand Valuation Collide: A Case Study

6th International Conference of Thought Leaders in Brand Management, April 2010
Number of pages: 11 Posted: 11 Jul 2010
Bernard Cova and Bernard Paranque
Euromed Management and KEDGE Business School
Downloads 395 (68,276)

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Capital, Community, Consumers, Investors, Ranking, Valuation

4.

How to Enhance Value? A Comparative Approach between Marketing and Finance

Number of pages: 13 Posted: 03 Jun 2011 Last Revised: 26 Jan 2012
Bernard Paranque and Bernard Cova
KEDGE Business School and Euromed Management
Downloads 210 (134,778)
Citation 2

Abstract:

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brand valuation, consumer communities, brand management, brand communities, exchange value, use value

5.

Value Capture and Brand Community Management

Number of pages: 12 Posted: 16 Mar 2013 Last Revised: 08 May 2013
Bernard Cova and Bernard Paranque
Euromed Management and KEDGE Business School
Downloads 143 (189,317)
Citation 1

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Appropriation, Brand, Capture, Community, Slippage, Value

6.

Marketing: The Challenge We Face

Number of pages: 12 Posted: 25 Jun 2009
Bernard Cova and Bernard Paranque
Euromed Management and KEDGE Business School
Downloads 115 (224,211)

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Agent, collective, finance, marketing, ethic

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agent, collective, finance, methodological individualism, marketing

8.

Critical Perspectives on Consumers' Role as 'Producers': Broadening the Debate on Value Co-Creation in Marketing Processes

Marketing Theory, pp. 231-241, September 2011, doi: 10.1177/1470593111408171
Posted: 04 Jul 2012
Bernard Cova, Daniele Dalli and Detlev Zwick
Euromed Management, University of Pisa - Dipartimento di Economia e Management and York University - Schulich School of Business

Abstract:

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collaborative capitalism, consumer work, exploitation, prosumption, service-dominant logic, value co-creation

9.

Working Consumers: The Next Step in Marketing Theory?

Marketing Theory, Vol. 9, No. 3, pp. 315-339, 2009
Posted: 18 Feb 2012
Bernard Cova and Daniele Dalli
Euromed Management and University of Pisa - Dipartimento di Economia e Management

Abstract:

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Double Exploitation, Gift giving, Immaterial Labour, Primary Sociality, Secondary Sociality, Co-production, Co-creation