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.

chapter |4 pages


chapter 1|14 pages

Marketing’s headlong rush

chapter 2|17 pages

Complexity killed the marketing mix

chapter 3|21 pages

The emancipated consumer

chapter 4|14 pages

The brand

Friend or foe?

chapter 5|22 pages

Implicative marketing

chapter |1 pages