Overview
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.
This book title, Implicative Marketing (For a Sustainable Economy), ISBN: 9780367445560, by Florence Touzé, published by Taylor & Francis (March 24, 2020) is available in hardcover. Our minimum order quantity is 25 copies. All standard bulk book orders ship FREE in the continental USA and delivered in 4-10 business days.
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