Critiquer le marketing, l’exercice est facile et bien mené par ses détracteurs. Mais aller au-delà et proposer une démarche, des outils, une vision, n’est pas simple. C’est à cet exercice que se sont attelé Diane Martin et John Schouten. Ils proposent d’explorer la voie d’un marketing durable au service d’une transformation des pratiques de consommation et plus largement d’une nouvelle culture matérielle au service des principes du développement durable.
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