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.
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Implicative Marketing 9780367445560 Hardback
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- Authors:
- Touze, Florence (Audencia Business School, France)
- Year Published:
- 2020
- Country of Publication:
- United Kingdom
- Format:
- Hardback
- Illustrations Note:
- 6 Tables, black and white; 15 Line drawings, black and white; 15 Illustrations, black and white
- ISBN:
- 9780367445560
- Number of Pages:
- 102
- Publication Date:
- 24/03/2020
- Publisher:
- Taylor & Francis Ltd
- Series:
- Routledge Focus on Business and Management
- Language:
- English
- Place of Publication:
- London
- SKU:
- 9780367445560