معرفی
Isabelle Aimé, PhD, is a permanent professor of marketing at KEDGE Business School in Paris, France. She manages a specialization within the MSc Marketing program and brings extensive industry experience from consumer goods companies like Unilever and Yoplait. Her academic career spans roles at Toulouse Business School (Barcelona campus) and IPAG Business School before joining KEDGE.
Research interests include:
- Brand Strategy: Dynamic brand storytelling, patronymic brand extensions, and gender-bending in branding.
- Digitalization Impact: Datafication, algorithmic influence, and paradoxes in digital transformation of marketing organizations.
Recent publications highlight interdisciplinary approaches combining marketing theory, historical analysis, and critical assessments of managerial fashions. She collaborates with researchers like F. Berger-Rémy and M.-E. Laporte on evolving marketing practices in the digital age.
Teaching areas focus on brand management, sponsorship, and digital marketing strategy, reflecting her expertise in bridging traditional marketing frameworks with contemporary challenges.
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