Implicative Marketing: For a Sustainable Economy (Routledge Focus on Business and Management)

Florence Touz�

ISBN 10: 0367498790 / ISBN 13: 9780367498795

Editore: Routledge 2020-03-30, 2020

Codice articolo 6666-GRD-9780367498795

Riassunto:

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.

Informazioni sull?autore:

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.

Dati bibliografici

Titolo: Implicative Marketing: For a Sustainable ...
Casa editrice: Routledge 2020-03-30
Data di pubblicazione: 2020
Legatura: Paperback
Condizione: New