Implicative Marketing: For a Sustainable Economy

In: Routledge Focus on Business and Management Ser.

Abstract

Cover -- Half Title -- Series Page -- Title Page -- Copyright Page -- Dedication -- Table of Contents -- List of figures -- List of tables -- About the author -- Foreword -- Preface -- Acknowledgements -- Introduction -- 1 Marketing's headlong rush -- From Boucicaut to instant mashed potatoes -- Economic crisis or crisis of faith? -- Marketing is going around in circles -- Irresponsible supply -- 2 Complexity killed the marketing mix -- The end of the four Ps -- Prices: where are the benchmarks? -- And where can this item be bought now? -- Has advertising learned nothing? -- Competing to address the digital audience, a POEM in itself -- Advertising responsibility: progress but more can be done -- 3 The emancipated consumer -- Understanding the consumer: marketing's quest -- Consumer behaviour, a processing scheme -- Discovering the emancipated consumer -- Millennials and their followers: whose turn is it to change the World? -- 4 The brand: friend or foe? -- Mistrust at all levels -- Points of reference and contracts -- Flawed perhaps, but honest -- The brand, open 24/7 -- Defending one's name to defend one's acts -- Branding: far too serious a matter to leave to marketing pros -- 5 Implicative marketing -- Implicative marketing enables new angles of approach -- Implicative marketing: listening to the emancipated consumer -- Implicative marketing: the new company mediator -- Reflecting anew on the products and services to produce: a sine qua non for engaging in implicative marketing -- Implicative advertising, so that advertising can finally become a joining of forces -- Conclusion -- Afterword -- Bibliography -- Index.