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.
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EAN: 9780367498795
UPC: 9780367498795
ISBN: 9780367498795
MPN: N/A
Book Title: Implicative Marketing: For a Sustainable Economy (
Item Length: 21.6 cm
Number of Pages: 102 Pages
Language: English
Publication Name: Implicative Marketing: for a Sustainable Economy
Publisher: Taylor & Francis Ltd
Publication Year: 2021
Subject: Management, Advertising, Marketing
Item Height: 216 mm
Item Weight: 163 g
Type: Textbook
Author: Florence Touze
Item Width: 138 mm
Format: Paperback
