Implicative Marketing - For a Sustainable Economy (Hardcover)

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.

General

Imprint:	Routledge
Country of origin:	United Kingdom
Series:	Routledge Focus on Business and Management
Release date:	March 2020
First published:	2020
Authors:	Florence Touze
Dimensions:	216 x 138 x 15mm (L x W x T)
Format:	Hardcover
Pages:	102
ISBN-13:	978-0-367-44556-0
Categories:	Books > Business & Economics > Business & management > Sales & marketing > Sales & marketing management Books > Business & Economics > Business & management > Sales & marketing > Market research Books > Business & Economics > Business & management > Sales & marketing > Advertising
LSN:	0-367-44556-5
Barcode:	9780367445560

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