Signe et signification des discours de marketing : analyse critique des contributions sémiotiques en marketing

Alors que la sémiotique et ses propositions méthodologiques d'analyse des discours sont bien répandues dans les milieux scientifiques, son utilisation sur des signes issus du monde des entreprises reste pourtant très limitée par rapport à sa contribution potentielle à la description et à l'explication de problèmes de marketing. Il est dès lors intéressant de montrer - indépendamment des orientations prises par la sémiotique - quel est l'objet de sa recherche ? Quels sont les outils qu'elle a développés ? Et quels sont les discours de marketing sur lesquels ces outils ont été appliqués? Enfin, on se penchera sur les problèmes qui limitent un usage plus étendu des outils sémiotiques en marketing tout en précisant les perspectives de recherche.

Preuve par l'ADN: la génétique au service de la justice

[Sommaire] Introduction. - Concepts biochimiques de base. - Concepts génétiques de base. - Quelques méthodes d'analyse de base en biologie. - Analyses génétiques - La caisse à outils de base. - Analyses génétiques - La caisse à outils spécialisée. - Les traces biologiques dans leur utilisation pratique. - Tests indicatifs et recherche des traces. - Quelques éléments d'évaluation probabiliste. - Au-delà du laboratoire. - Glossaire. - Index

Malaria in the state of Rio de Janeiro, Brazil, an Atlantic Forest area: an assessment using the health surveillance service

The lethality of malaria in the extra-Amazonian region is more than 70 times higher than in Amazonia itself. Recently, several studies have shown that autochthonous malaria is not a rare event in the Brazilian southeastern states in the Atlantic Forest biome. Information about autochthonous malaria in the state of Rio de Janeiro (RJ) is scarce. This study aims to assess malaria cases reported to the Health Surveillance System of the State of Rio de Janeiro between 2000-2010. An average of 90 cases per year had parasitological malaria confirmation by thick smear. The number of malaria notifications due to Plasmodium falciparum increased over time. Imported cases reported during the period studied were spread among 51% of the municipalities (counties) of the state. Only 35 cases (4.3%) were autochthonous, which represents an average of 3.8 new cases per year. Eleven municipalities reported autochthonous cases; within these, six could be characterised as areas of residual or new foci of malaria from the Atlantic Forest system. The other 28 municipalities could become receptive for transmission reintroduction. Cases occurred during all periods of the year, but 62.9% of cases were in the first semester of each year. Assessing vulnerability and receptivity conditions and vector ecology is imperative to establish the real risk of malaria reintroduction in RJ.

Aménagement du lieu de vente : expertise des professionnels du marketing du sport et connaissance du comportement du consommateur

Cet article traite de la façon dont les professionnels du marketing des articles de sport procèdent pour optimiser l'influence du lieu de vente sur les comportements d'achat. Leurs expertises reposent sur une combinaison de données et d'expériences qui peut être rapprochée des démarches sociologiques. Leurs analyses des situations d'achat nous permettent de comprendre comment ils peuvent agir sur les comportements à travers les points de vente, en tentant de guider la perception des produits par le consommateur. Elles nous aident plus globalement à mieux appréhender les décisions des consommateurs. Abstract This paper focuses on how marketers of sporting goods proceed to optimize the influence of the store on purchasing behaviour. Their expertise is based on a combination of data and experiences that parallels the sociological methods. Their analysis of purchasing situations aloud to understand how they can influence behaviours through retailing places, while trying to guide consumers' perception of the products. More broadly, they contribute to a better understanding of consumer's decisions. Keywords: sports, retail, store, marketing, sociology.

Liver safety assessment: required data elements and best practices for data collection and standardization in clinical trials.

A workshop was convened to discuss best practices for the assessment of drug-induced liver injury (DILI) in clinical trials. In a breakout session, workshop attendees discussed necessary data elements and standards for the accurate measurement of DILI risk associated with new therapeutic agents in clinical trials. There was agreement that in order to achieve this goal the systematic acquisition of protocol-specified clinical measures and lab specimens from all study subjects is crucial. In addition, standard DILI terms that address the diverse clinical and pathologic signatures of DILI were considered essential. There was a strong consensus that clinical and lab analyses necessary for the evaluation of cases of acute liver injury should be consistent with the US Food and Drug Administration (FDA) guidance on pre-marketing risk assessment of DILI in clinical trials issued in 2009. A recommendation that liver injury case review and management be guided by clinicians with hepatologic expertise was made. Of note, there was agreement that emerging DILI signals should prompt the systematic collection of candidate pharmacogenomic, proteomic and/or metabonomic biomarkers from all study subjects. The use of emerging standardized clinical terminology, CRFs and graphic tools for data review to enable harmonization across clinical trials was strongly encouraged. Many of the recommendations made in the breakout session are in alignment with those made in the other parallel sessions on methodology to assess clinical liver safety data, causality assessment for suspected DILI, and liver safety assessment in special populations (hepatitis B, C, and oncology trials). Nonetheless, a few outstanding issues remain for future consideration.

Real-life versus package insert: a post-marketing study on adverse-event rates of the virosomal hepatitis A vaccine Epaxal® in healthy travellers.

There are various methods to collect adverse events (AEs) in clinical trials. The methods how AEs are collected in vaccine trials is of special interest: solicited reporting can lead to over-reporting events that have little or no biological relationship to the vaccine. We assessed the rate of AEs listed in the package insert for the virosomal hepatitis A vaccine Epaxal(®), comparing data collected by solicited or unsolicited self-reporting. In an open, multi-centre post-marketing study, 2675 healthy travellers received single doses of vaccine administered intramuscularly. AEs were recorded based on solicited and unsolicited questioning during a four-day period after vaccination. A total of 2541 questionnaires could be evaluated (95.0% return rate). Solicited self-reporting resulted in significantly higher (p<0.0001) rates of subjects with AEs than unsolicited reporting, both at baseline (18.9% solicited versus 2.1% unsolicited systemic AEs) and following immunization (29.6% versus 19.3% local AEs; 33.8% versus 18.2% systemic AEs). This could indicate that actual reporting rates of AEs with Epaxal(®) may be substantially lower than described in the package insert. The distribution of AEs differed significantly between the applied methods of collecting AEs. The most common AEs listed in the package insert were reported almost exclusively with solicited questioning. The reporting of local AEs was more likely than that of systemic AEs to be influenced by subjects' sex, age and study centre. Women reported higher rates of AEs than men. The results highlight the need for detailing the methods how vaccine tolerability was reported and assessed.

Marketing verde e práticas socioambientais nas indústrias do Paraná

A preocupação das empresas com o meio ambiente e com todas as questões sociais envolvidas em seu processo tem se tornado uma constante nos últimos tempos. Devido a isso, estão surgindo novas formas de administrar os recursos disponíveis. Nesse contexto, enquadra-se o marketing verde que deve estar pautado em práticas ambientalmente corretas, com o intuito de gerar produtos e serviços mais sustentáveis, fortalecendo a imagem das empresas e diferenciando suas marcas no mercado. O intuito neste trabalho foi verificar se as grandes indústrias do Paraná estão se utilizando das práticas de marketing verde e se mantêm projetos de gestão socioambiental. Para atender a tais objetivos, elaborou-se uma pesquisa descritiva e quantitativa com 48 grandes empresas cadastradas na Federação das Indústrias do Paraná. Os resultados obtidos indicam que a maior parte das empresas possui departamento de marketing formalizado, mantém sistemas de gestão ambiental e utiliza moderadamente práticas de marketing verde.

Marketing de lugar: estado da arte e perspectivas futuras

O objetivo neste trabalho é contribuir com o repensar da natureza e do significado do marketing de lugar presente na literatura, descrevendo as três principais perspectivas influentes em seu desenvolvimento – promoção, planejamento e branding – e apresentar uma análise crítica de seu processo de evolução. No intuito de orientar o entendimento, evitar interpretações individuais e propor uma linguagem comum, a análise compreende a convergência das perspectivas em um conceito caracterizado como uma importante ferramenta de gerenciamento das trocas que ocorrem em âmbito territorial visando ao desenvolvimento socioeconômico da localidade. Como contribuição, sugere-se uma estruturação para investigações futuras identificando lacunas entre a teoria do marketing de lugar e a forma como é compreendido, assim como as dificuldades significativas para sua implementação.

Portraying innovation in the public service of Brazil: Frameworks, systematization and characterization

ABSTRACT Innovation is essential for improving organizational performance in both the private and public sectors. This article describes and analyzes the 323 innovation experiences of the Brazilian federal public service that received prizes during the 16 annual competitions (from 1995 to 2012) of the Award for Innovation in Federal Public Management held by the Brazilian National School of Public Administration (ENAP). It is a qualitative and quantitative study in which were employed as categories for analysis the four types of innovation defined in the Copenhagen Manual: product, process, organizational and communication. The survey results allow us to affirm that there is innovation in the public sector, in spite of the skepticism of some researchers and the incipient state of theoretical research on the subject. It was possible to observe that organizational innovation was the one with the highest number of award- -winning experience, followed respectively by process, communication and product innovation, with citizen services and improvement of work processes being the main highlights. The results showed that, although the high incidence of innovation occurs at the national level, a significant number of innovations also occur at the local level, probably because many organizations of the federal government have their actions spread only at this level of government. Concerning the innovative area, health and education predominate, with almost 33% of initiatives, which can be explained by capillarity of these areas and the fact that both maintain a strong interaction with the user. The contributions of this work include the use of theoretical model of innovation analysis in the public sector in Brazil still upcoming, and the systematization of knowledge in empirical basis for this innovation. In this sense, it also contributes to the development of the theory with the presentation of evidence that the characteristics, determinants and consequences of innovation in the public sector differ not only from innovation in the industry, but also from innovation in services in the private sector.