Implicative Marketing For a Sustainable Economy

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