bokomslag Implicative Marketing
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Implicative Marketing

Florence Touz

Pocket

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Andra format:

  • 102 sidor
  • 2021
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, todays 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.
  • Författare: Florence Touz
  • Format: Pocket/Paperback
  • ISBN: 9780367498795
  • Språk: Engelska
  • Antal sidor: 102
  • Utgivningsdatum: 2021-06-30
  • Förlag: Routledge