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      Book

      Implicative Marketing
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      Book

      Implicative Marketing

      DOI link for Implicative Marketing

      Implicative Marketing book

      For a Sustainable Economy

      Implicative Marketing

      DOI link for Implicative Marketing

      Implicative Marketing book

      For a Sustainable Economy
      ByFlorence Touzé
      Edition 1st Edition
      First Published 2020
      eBook Published 30 March 2020
      Pub. Location London
      Imprint Routledge
      DOI https://doi.org/10.4324/9781003010340
      Pages 122
      eBook ISBN 9781003010340
      Subjects Economics, Finance, Business & Industry
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      Touzé, F. (2020). Implicative Marketing: For a Sustainable Economy (1st ed.). Routledge. https://doi.org/10.4324/9781003010340

      ABSTRACT

      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.

      TABLE OF CONTENTS

      chapter |4 pages

      Introduction

      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

      Afterword

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