Implicative Marketing : For a Sustainable Economy Hardback
by Florence (Audencia Business School, France) Touze
Part of the Routledge Focus on Business and Management series
Hardback
- Information
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.
Information
-
Out of StockMore expected soonContact us for further information
- Format:Hardback
- Pages:102 pages, 6 Tables, black and white; 15 Line drawings, black and white; 15 Illustrations, black and
- Publisher:Taylor & Francis Ltd
- Publication Date:24/03/2020
- Category:
- ISBN:9780367445560
Information
-
Out of StockMore expected soonContact us for further information
- Format:Hardback
- Pages:102 pages, 6 Tables, black and white; 15 Line drawings, black and white; 15 Illustrations, black and
- Publisher:Taylor & Francis Ltd
- Publication Date:24/03/2020
- Category:
- ISBN:9780367445560