Implicative Marketing

Implicative Marketing by Florence Touz

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.

"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 methodsIn 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 Touzé." — Hervé 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." — André Sobczak, associate dean for faculty and research, Audencia Business School

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.

SKU	Nicht verfügbar
ISBN 13	9780367498795
ISBN 10	0367498790
Titel	Implicative Marketing
Autor	Florence Touz
Serie	Routledge Focus On Business And Management
Buchzustand	Nicht verfügbar
Bindungsart	Paperback
Verlag	Taylor & Francis Ltd
Erscheinungsjahr	2021-06-30
Seitenanzahl	102
Hinweis auf dem Einband	Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden.
Hinweis	Nicht verfügbar