Implicative Marketing: For a Sustainable Economy

di Florence Touze (Autore)

Taylor & Francis Ltd, 2021

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.

• Autore: Florence Touze
• Editore: Taylor & Francis Ltd
• Collana: Routledge Focus on Business and Management
• Anno: 2021
• Rilegatura: Paperback / softback
• Pagine: 102 p.
• Dimensioni: 216 x 138 mm
• Peso: 163 gr.
• EAN: 9780367498795

Testo in English