Implicative Marketing: For a Sustainable Economy Contributor(s): Touzé, Florence (Author) |
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ISBN: 0367498790 ISBN-13: 9780367498795 Publisher: Routledge OUR PRICE: $23.70 Product Type: Paperback - Other Formats Published: June 2021 |
Additional Information |
BISAC Categories: - Business & Economics | Marketing - Multilevel - Business & Economics | Management - General - Business & Economics | Finance - General |
Dewey: 658.8 |
Physical Information: 0.26" H x 5.51" W x 8.5" (0.33 lbs) 102 pages |
Descriptions, Reviews, Etc. |
Publisher Description: This book is a manifesto for responsible marketing. Taking a critical look at marketing practices of the last 50 years, it explains why they have led to an ethical stalemate and sometimes even a business impasse. Exposed to such practices, consumers have grown tired of meaningless offers coupled with the destruction of value as prices are driven down. As a result, today's marketing professionals find themselves in the firing line of a combat focused on greater social responsibility and environmental sustainability. Thanks to new ways of understanding consumers and branding, this book suggests how such a challenge can be met. Through the presentation of experiences, studies and concrete cases, the reader gains a tangible, fresh perspective on marketing: a new global, responsible, creative and collaborative model that helps respect sustainable consumption. Implicative Marketing presents a paradigm shift, one that will be of considerable interest not just to academics and their students, but also to marketing practitioners. |