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Implicative Marketing : For a Sustainable Economy.
・ISBN 978-0-367-44556-0 2020 hard GB£ 67.99
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・ISBN 978-0-367-49879-5 2021 paper GB£ 24.99
￥7,916.- (税込) ※（※）価格はご注文時の参考価格となります。
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-1-003-01034-0
| 著者・編者 | Touze, Florence, |
|---|---|
| シリーズ | Routledge Focus on Business and Management |
| 出版社 | (Routledge, UK) |
| ページ数 | 102 pp. |
| 言語 | ENG |
| ニュース番号 | ＜657-P2142 658-L1199＞ |
解説
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.