Implicative Marketing

For a Sustainable Economy

Florence Touzé (Audencia Business School, France)

$103

Hardback

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English

Routledge
24 March 2020

Sales & marketing management; Advertising; Market research

Series: Routledge Focus on Business and Management

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.

By: Florence Touzé (Audencia Business School France)
Imprint: Routledge
Country of Publication: United Kingdom
Dimensions: Height: 216mm, Width: 138mm,
Weight: 453g
ISBN: 9780367445560
ISBN 10: 0367445565
Series: Routledge Focus on Business and Management
Pages: 102
Publication Date: 24 March 2020
Audience: College/higher education , Further / Higher Education , Further / Higher Education
Format: Hardback
Publisher's Status: Active

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

Florence Touzé is Professor and Head of Brand Communication Studies at Audencia Business School, France, and holder of the Chair in Corporate Social Responsibility and Responsible Branding.

Reviews for Implicative Marketing: For a Sustainable Economy

Is traditional marketing definitely dead? For most observers in the marketing and communications fields, it is less and less efficient, and consumers are more and more reluctant to its methods. In this context, implicative marketing is a breakthrough: it allows students and professionals to imagine new ways of promoting products and services, based on peer-to-peer principles instead of top-down communications. A precious contribution by Florence Touze. - Herve Monier, brandnewsblog.com This book invents a new and more responsible mission for marketing. Based on a critical analysis of the current role of marketing in the vast majority of companies, it describes emerging practices and makes concrete suggestions for a marketing that contributes to a positive social and environmental impact. - Andre Sobczak, associate dean for faculty and research, Audencia Business School