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.
Table of Contents
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.
"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 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