Implicative Marketing

<p>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.</p><p>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.</p><p>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.</p>