{"id":10778,"date":"2025-04-02T19:09:02","date_gmt":"2025-04-02T19:09:02","guid":{"rendered":"https:\/\/editionsjfd.com\/backup\/produit\/marketing-responsable\/"},"modified":"2025-06-02T17:18:06","modified_gmt":"2025-06-02T17:18:06","slug":"responsible-marketing","status":"publish","type":"product","link":"https:\/\/jfd.virtualgx.com\/en\/produit\/marketing-responsable\/","title":{"rendered":"Responsible marketing"},"content":{"rendered":"<div>\n<p style=\"text-align: justify;\">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.<\/p>\n<p style=\"text-align: justify;\">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.<\/p>\n<p style=\"text-align: justify;\">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 \u201cresponsibility mix,\u201d and the transformations in responsible marketing required to shift from a traditional marketing strategy to a responsible one.<\/p>\n<p style=\"text-align: justify;\">With the help of this book, readers will be able to develop a comprehensive responsible marketing plan.<\/p>\n<p style=\"text-align: justify;\"><strong>The 5 Key Strengths<\/strong><\/p>\n<ul>\n<li style=\"text-align: justify;\">Understanding Responsible Consumer Behavior<\/li>\n<li style=\"text-align: justify;\">Easily create responsible marketing strategies using the provided frameworks<\/li>\n<li style=\"text-align: justify;\">Utilize a wide range of marketing strategies to create an authentic, responsible brand positioning and avoid the pitfalls of greenwashing or <em>social washing<\/em><\/li>\n<li style=\"text-align: justify;\">Adapting tools from other disciplines to the specific context of marketing<\/li>\n<li style=\"text-align: justify;\">Deepen Learning Through Review and Reflection Questions<\/li>\n<\/ul>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Premier ouvrage &#224; traiter du marketing responsable, ce livre de r&#233;f&#233;rence allie la th&#233;orie et les exemples pratiques, en rattachant le marketing responsable aux grands principes de marketing dont la m&#233;thode SCP (segmentation ciblage positionnement) ou encore du mix marketing. L&#8217;ouvrage propose un r&#233;sum&#233; pluridisciplinaire du marketing responsable envisag&#233; ici comme un projet manag&#233;rial complet. 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