Implicative Marketing

Released on by Florence Touzé
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  • Implicative Marketing Book Detail

  • Author : Florence Touzé
  • Release Date : 2020-03-16
  • Publisher : Routledge
  • Genre : Business & Economics
  • Pages : 150
  • ISBN 13 : 1000071537
  • File Size : 66,66 MB
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Implicative Marketing by Florence Touzé PDF Summary

Book 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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Implicative Marketing

Implicative Marketing

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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 ethi