management research centre

MANAGEMENT RESEARCH CENTRE
Toulouse Business School
Marketing & Communication Networks
The Marketing & Communication Networks Research Group addresses developments with
several current issues: digital marketing, business-to-business marketing, marketing
communications, social networks. These topics are completed by a transversal theme: ethics.
Some elements are more specific, like research on aeronautics marketing, on services
marketing, on brands in a business-to-business context, on innovation or on complex networks.
Questions on marketing communications are covered in particular, especially the effect of the
Internet (web sites, blogs, social networks) on brand and company communication, lobbying or
corporate communication.
The group hosts several PhD students who work on marketing and marketing communications
topics.
Marketing & Communication Networks’s researchers publish books and scientific articles
regularly in these areas, and they participate in international conferences in marketing
research.
Head: Prof Jean-Marc DECAUDIN
 [email protected]
 00 33-5-61-29-48-79
Research areas
Marketing
BtoB branding, business marketing, marketing of services, aeronautics marketing, innovation,
networks and alliances.
e-Marketing
Virtual communities, communities of practice, social networks, e-advertising, e-reputation, ecommerce
Marketing Communications
Event-based communication, internal communication, corporate communication, communication
and CSR, lobbying, services communication, advertising creation
Ethics
Corporate responsibility, responsible communication, Crisis management and communication.
Members
Dr Ioannis ASSIOURAS: Crisis Management, Branding, Corporate Social Responsibility, Tourism
Marketing.
Christophe BENAROYA (PhD candidate): BtoB marketing, project marketing, brand strategies.
Dr Stéphane BERNARD: Marketing research, marketing communication, communication and corporate
social responsibility.
Dr Jean-Marc DECAUDIN (Accredited to Supervise Research): Marketing and communication of
services, communication marketing, internal communication.
Dr Jacques DIGOUT (Accredited to Supervise Research): Internet marketing, e-advertising, virtual
communities, communities of practice, social networks, brand digital identity, e-learning.
Dr Victor DOS SANTOS PAULINO: Economics and geopolitics of the aerospace sector, innovation and
change management.
Dr Brigitte GAY: Complex networks and alliances in the high-tech companies.
Dr Antonio HYDER: On-line consumer behaviour, innovation, e-tourism marketing.
Dr Philippe MALAVAL (Accredited to Supervise Research): BtoB marketing, aeronautics marketing,
brands, marketing communication, lobbying strategies.
Affiliated members
Elisabeth BERTRAND-DAUSSET: Marketing, communication
Alain FAIVRE-DUPAIGRE: Marketing, tourism
Dr Gérard LAMARI: Information management, data mining
PhD
Marwan AZOURI (PhD candidate): E-marketing
Céline FUEYO (PhD candidate) e-communication and e-reputation
Key publications

Academic journal papers
ATHANASOPOULOU, Pinelopi, DOUVIS, John, SKOURTIS, George, ZAFEIROPOULOU, Gioula,
SIOMKOS, George et ASSIOURAS, Ioannis (2012) 'Investigating the Importance of Sports Facilities &
Staff for Football Fans', African Journal of Hospitality, Tourism and Leisure, Vol. 2, No. 1, juillet.
DOS SANTOS PAULINO, Victor (2012) 'Risk management in space activities: reproduction of validated
routines', International Business and Management, Vol. 4, No. 1, février: 57-65.
YIANNAKIS, Andrew, DOUVIS, John, ATHANASOPOULOU, Pinelopi, LYRAS, Alex et ASSIOURAS,
Ioannis (2012) 'Marketing Cyprus as a tourism destination for the United States: theory, marketing and
public relations strategies', African Journal of Hospitality , Tourism and Leisure, Vol. 2, No. 1, juillet.
DECAUDIN, Jean-Marc et LACOSTE, Denis (2010) 'Are services advertises differently? An empirical
examination', Journal of Services Marketing, Vol. 24, No. 7, novembre: 546-553.
DOS SANTOS PAULINO, Victor et CALLOIS, Michel (2010) 'Innovation and reliability strategies in the
defense, space and semiconductor industries: a comparative analysis', International Journal of
Innovation Management, Vol. 14, No. 5, octobre: 795-821.

Chapters in book
MALAVAL, Philippe et BENAROYA, Christophe (2011) "B-to-B : Spécificité de la relation
professionnelle", dans MBA Marketing, Editions d'Organisation : 365-387, octobre.
GAY, Brigitte (2010) "Traitement des business news pour la détection des stratégies d'innovation des
entreprises", dans Intelligence compétitive 2.0 Chapitre 11, Lavoisier, février.

Research books
MALAVAL, Philippe et DECAUDIN, Jean-Marc (2012) "Pentacom : communication corporate, interne,
financière, marketing b-to-c et b-to-b (3ème édition)", Pearson, avril.
DECAUDIN, Jean-Marc et BOUGUERRA, Afifa (2011) "La Communication Marketing Intégrée - 4ème
édition", Economica, pp 431, mars.
MALAVAL, Philippe et BENAROYA, Christophe (2010) "MARQUES B to B Une politique de marque
pour prospérer dans la chaîne de la valeur", Pearson Education France, juillet.
DECAUDIN Jean-Marc et IGALENS Jacques (2009), La Communication interne : stratégie et
techniques", Paris : DUNOD, pp 192, juin.
MALAVAL, Philippe et BENAROYA, Christophe (2009), Marketing Business to Business (4ème
Edition), Pearson Education, août.

Text books
COLLIOT, Pierre-Jean et DIGOUT, Jacques (2012) "Référencement et visibilité web : de la stratégie à
l'efficacité", Vuibert, mars.
DECAUDIN, Jean-Marc et DIGOUT, Jacques (2011) "e-Publicité, les fondamentaux", Dunod, pp 448,
juillet.
MALHOTRA, N.K , DECAUDIN, Jean-Marc et BOUGUERRA, Afifa (2011) "Etudes marketing avec
SPSS (6ème édition)", Pearson Education, août.