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Implicative Marketing: For a Sustainable Economy
Hardcover
Series: Routledge Focus on Business and Management
Investing & FinanceManagementMarketing
ISBN13: 9780367445560
Publisher: Routledge
Published: Mar 24 2020
Pages: 102
Weight: 0.55
Height: 0.50 Width: 5.60 Depth: 8.70
Language: English
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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