ISBN : 9782897990985
Year of publication : 2021
Nombre de pages : 324
Langue : #!trpst#trp-gettext data-trpgettextoriginal=5211#!trpAnglais#French#!trpst#/trp-gettext#!trpAnglais#
As the first book to address responsible marketing, this reference work combines theory with practical examples, linking responsible marketing to key marketing principles, including the SCP method (segmentation, targeting, positioning) and the marketing mix.
This book offers a multidisciplinary overview of responsible marketing, which is approached here as a comprehensive managerial initiative. Each chapter begins with a scenario, provides numerous examples to illustrate the concepts, presents a summary of the key points, and includes critical thinking activities as well as review exercises.
A daily reference tool, this book offers numerous examples and practical advice on responsible consumers and the green market, responsible positioning, sustainable competitive advantage, the “responsibility mix,” and the transformations in responsible marketing required to shift from a traditional marketing strategy to a responsible one.
With the help of this book, readers will be able to develop a comprehensive responsible marketing plan.
The 5 Key Strengths
Myriam Ertz is a professor of marketing at the Université du Québec à Chicoutimi, director of the Research Laboratory on New Forms of Consumption (LaboNFC), and a member of the Center for Research on Territorial Development and the Observatory on Responsible Consumption. Her research focuses in particular on responsible marketing, consumer behavior modeling, and new technologies—fields in which she has published numerous research articles and conference papers. She also edited the book *The Reconfigurations of Commercial Exchange: Overview, Challenges, and Perspectives*. An expert in quantitative and qualitative methodologies, she has worked as a marketing consultant for the Altus Group and FedEx Express on issues related to consumer behavior and marketing strategy.
