Marketing (plus) durable

Pierre Volle () and J. W. Schouten
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Pierre Volle: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: Sustainability issues have not fundamentally changed the way marketing is practiced. Yet the question is no longer whether marketers should integrate these issues, but rather how. This is the objective of this book: in the interest of sustainable growth and based on successful initiatives, to show them the way to evolve their daily practice. Written by two marketing experts, the book reviews all facets of value creation through the prism of sustainable development: design of the offer; marketing; communication. It thus helps marketing professionals - and teachers - to imagine the sustainable experiences that their customers want to have and to mobilize stakeholders around their new ambition.

Keywords: Marketing; Développement durable (search for similar items in EconPapers)
Date: 2022
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Published in De Boeck, 2022

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03967525

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