{"product_id":"9780367498795","title":"Implicative Marketing : For a Sustainable Economy by Florence Touze","description":"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.\u003cbr\u003eBinding: Paperback \/ softback","brand":"Gardners","offers":[{"title":"Default Title","offer_id":56287880544629,"sku":"9780367498795","price":21.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0612\/7193\/3106\/files\/9780367498795.jpg?v=1762715884","url":"https:\/\/backstory.london\/products\/9780367498795","provider":"Backstory","version":"1.0","type":"link"}