Implicative Marketing by Florence (Audencia Business School, France) Touze- Bookswagon UAE
Implicative Marketing

Implicative Marketing


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About the Book

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.


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Product Details
  • ISBN-13: 9780367445560
  • Publisher: Taylor and Francis
  • Publisher Imprint: Routledge
  • Height: 221 mm
  • No of Pages: 102
  • Series Title: Routledge Focus on Business and Management
  • Sub Title: For a Sustainable Economy
  • Width: 142 mm
  • ISBN-10: 0367445565
  • Publisher Date: 25 Mar 2020
  • Binding: Hardback
  • Language: English
  • Returnable: N
  • Spine Width: 13 mm
  • Weight: 299 gr


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