Implicative Marketing: For a Sustainable Economy (Routledge Focus on Business and Management)
Florence Touz�
ISBN 10: 0367498790 ISBN 13: 9780367498795
Published by Routledge 2020-03-30, 2020
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Paperback
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About this Item
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Seller Inventory # 6666-GRD-9780367498795
Synopsis:
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.
About the Author:
Florence Touzé is Professor and Head of Brand Communication Studies at Audencia Business School, France, and holder of the Chair in Corporate Social Responsibility and Responsible Branding.
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Bibliographic Details
Title: Implicative Marketing: For a Sustainable ...
Publisher: Routledge 2020-03-30
Publication Date: 2020
Binding: Paperback
Condition: New