'Le marketing peut-il sauver le monde ?'
My first book was published in March 2023 by Racine.
So far it is only available in French.
It is available in all good bookstores, in stores or online (for instance via the Racine and Fnac websites).
Reinventing marketing for a more sustainable world is a great opportunity to accelerate the transition to an economy that is more respectful of the planet and people. This means that marketing professionals need to question themselves, develop new skills, but also make a fundamental choice: the world in which they want to live tomorrow.
How should marketing evolve, in theory and in practice? How should companies' offerings change? What is the attitude of consumers towards sustainability? What pricing and distribution strategy should be adopted? How can we communicate on the subject without falling into greenwashing?
These are all questions that this book addresses and attempts to answer. All illustrated with clear diagrams, real-life examples and concrete questions to guide marketing professionals on the path to more sustainable development.
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In the media...
Press reports on 'Can marketing save the world'
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"It is possible to combine marketing and sustainability, even if it is not simple"
Article in l'Echo
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