Implicative Marketing

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.

Auteur

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.

Texte du rabat

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.

Contenu

Introduction 1. Marketing's Headlong Rush 2. Complexity Killed The Marketing Mix 3. The Emancipated Consumer 4. The Brand: Friend or Foe? 5. Implicative Marketing Afterword