In Stock
Implicative marketing
Paperback
€29.00
Collect 87 Reward Points
- Reduced delivery schedule until 5th Jan
- Book 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.
- Product Details
-
- ISBN
- 9780367498795
- Format
- Paperback
- Publisher
- Routledge, (30 June 2021)
- Number of Pages
- 102
- Weight
- 280 grams
- Language
- English
- Dimensions
- 216 x 216 x 11 mm
- Series:
- See all books in this series
- Categories: