Implicative Marketing: For A Sustainable Economy (Routledge Focus On Business And Management)

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.

• | Author: Florence. Touze
• | Publisher: Routledge
• | Publication Date: June 30, 2021
• | Number of Pages: 122 pages
• | Language: English
• | Binding: Paperback
• | ISBN-10: 0367498790
• | ISBN-13: 9780367498795