April 13, 2020 Forthcoming
Reference - 120 Pages - 15 B/W Illustrations
ISBN 9780367445560 - CAT# 344221
Series: Routledge Focus on Business and Management
This book is a manifesto for responsible marketing. It looks critically at the marketing practices of the last 50 years and explains why they have led to an ethical stalemate and sometimes even a business impasse.
These practices have tired the consumer with meaningless offers and destroyed value by driving prices down. Today, this inheritance weighs heavily on marketing professionals who do not know how to respond to the demand for greater social responsibility and environmental sustainability. The author addresses new ways of understanding the consumer and branding that suggest ways to overcome this situation. Thanks to the presentation of experiences, studies and concrete cases, the book provides a tangible new perspective on marketing. Specifically, it proposes a new global model for responsible, creative, collaborative marketing that can contribute to more sustainable consumption.
Implicative Marketing presents a paradigm shift that will be of considerable interest to academics and their students as well as marketing practitioners.
Introduction 1. Marketing’s Headlong Rush 2.Complexity Killed The Marketing Mix 3.The Emancipated Consumer 4. The Brand: Friend Or Foe? 5.Implicative Marketing Afterword