| Description |
1 online resource (xvii, 101 pages) : illustrations |
| Series |
Routledge focus on business and management |
|
Routledge focus on business and management.
|
| Summary |
"This book is a manifesto for responsible marketing. It looks critically at the marketing practices of the last 50 years and explains why they have led to an ethical stalemate and sometimes even a business impasse. These practices have tired the consumer with meaningless offers and destroyed value by driving prices down. Today, this inheritance weighs heavily on marketing professionals who do not know how to respond to the demand for greater social responsibility and environmental sustainability. The author addresses new ways of understanding the consumer and branding that suggest ways to overcome this situation. Thanks to the presentation of experiences, studies and concrete cases, the book provides a tangible new perspective on marketing. Specifically, it proposes a new global model for responsible, creative, collaborative marketing that can contribute to more sustainable consumption. Implicative Marketing presents a paradigm shift that will be of considerable interest to academics and their students as well as marketing practitioners"-- Provided by publisher |
| Notes |
"Routledge Focus" -- taken from front cover |
| Bibliography |
Includes bibliographical references and index |
| Notes |
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 |
|
Description based on online resource; title from digital title page (viewed on June 18, 2020) |
| Subject |
Marketing -- Moral and ethical aspects
|
|
Sustainable development.
|
|
Industrial management.
|
|
Branding (Marketing)
|
|
sustainable development.
|
|
branding.
|
|
BUSINESS & ECONOMICS -- Marketing -- Multilevel.
|
|
BUSINESS & ECONOMICS -- Management.
|
|
Branding (Marketing)
|
|
Industrial management
|
|
Marketing -- Moral and ethical aspects
|
|
Sustainable development
|
| Form |
Electronic book
|
| LC no. |
2020003487 |
| ISBN |
9781003010340 |
|
1003010342 |
|
9781000071535 |
|
1000071537 |
|
9781000071054 |
|
1000071057 |
|
9781000070545 |
|
1000070549 |
|
