Essay: « Markéthique - De la surconsommation à la juste valeur » by Emmanuelle Le Nagard
[This translation was generated automatically]
What if marketing, far from being a much-criticised function suspected of manipulating consumers into buying ever more without making them any happier, could become a powerful driver of positive change?
To achieve this, the book proposes a new vision of marketing to address social, societal and environmental challenges. Starting from the observation that there is a gap between marketing's stated definition and its actual practices, it highlights a number of shortcomings that divert marketing from its objective of creating long-term value for customers by focusing instead on their short-term satisfaction. The book puts forward a new definition of what responsible and ethical marketing could and should be, in pursuit of a humanistic vision: "Markéthique", a combination of marketing and ethics.
The practices to be prioritised and developed to achieve this goal are described in practical terms, reimagining the traditional pillars of marketing: conducting research based on empathy with customers, designing useful, resource-efficient and responsible products and services, setting fair and transparent prices, and communicating about products and services through honest and informative messages.
Finally, the book explores the conditions required for this new approach to marketing to emerge, and the role to be played not only by marketers themselves, but also, working together, by the organisations that employ them, public authorities, marketing academics and researchers, and individuals, who are not only consumers but also citizens.
“Markéthique: De la surconsommation à la juste valeur ” by Emmanuelle LE NAGARD, Professor of Marketing at ESSEC Business School
Published by EMS
216 pages
€20
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