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Implicative Marketing: For a Sustainable Economy (Routledge Focus on Business and Management) - Tapa dura

Libro 33 de 107: Routledge Focus on Business and Management

Touzé, Florence

 
9780367445560: Implicative Marketing: For a Sustainable Economy (Routledge Focus on Business and Management)
Tapa dura
ISBN 10: 0367445565 ISBN 13: 9780367445560
Editorial: Routledge, 2020

Sinopsis

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.

"Sinopsis" puede pertenecer a otra edición de este libro.

Acerca del autor

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.

"Sobre este título" puede pertenecer a otra edición de este libro.

Editorial
Routledge
Año de publicación
2020
Idioma
Inglés
ISBN 10 
0367445565
ISBN 13 
9780367445560
Encuadernación
Tapa dura
Número de edición
1
Número de páginas
122
Contacto del fabricante
Taylor and Francis, GPSR Taylor and Francis
gpsr@taylorandfrancis.com

Taylor & Francis Verlag GmbH, Kaufingerstraße 24
München
80331
Alemania