Implicative Marketing: For a Sustainable Economy

ISBN-13: 9780367445560 / Angielski / Twarda / 2020 / 102 str.

Florence Touze

Opis

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.

 

Spis treści

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

O autorze

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.