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Implicative Marketing : For a Sustainable Economy - Florence Touzé

Implicative Marketing

For a Sustainable Economy

By: Florence Touzé

eText | 16 March 2020 | Edition Number 1

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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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Non-FictionAccounting & FinanceFinanceIndustry & Industrial StudiesEconomicsBusiness & ManagementManagement & Management TechniquesManagement of Specific AreasSales & Marketing ManagementSales & MarketingMarket ResearchSales & Marketing Advertising

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