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Implicative Marketing
- For a Sustainable Economy
Engelsk Paperback
Implicative Marketing
- For a Sustainable Economy
Engelsk Paperback

315 kr
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Om denne bog

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.

Product detaljer
Sprog:
Engelsk
Sider:
102
ISBN-13:
9780367498795
Indbinding:
Paperback
Udgave:
ISBN-10:
0367498790
Udg. Dato:
30 jun 2021
Længde:
11mm
Bredde:
216mm
Højde:
139mm
Forlag:
Taylor & Francis Ltd
Oplagsdato:
30 jun 2021
Forfatter(e):
Kategori sammenhænge