Commentary on “Look up! Five research proposals for rethinking marketing in a post-growth society”: Marketing must reflect on its own evolution in the Anthropocene epoch

S. Dekhili, Aurélie Merle, Adeline Ochs
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Abstract

This article extends Rémy et al.’s proposal. It proposes to consider the evolution of marketing in the Anthropocene epoch in three stages. Firstly, it goes back to the macroeconomic observations and clarify certain assumptions that are wrongly attributed to Dekhili et al.’s vision of sustainable marketing. Secondly, the article develops the framework of what sustainable marketing practices should be for an organization. Finally, it offers pragmatic guidelines for marketing scholars wishing to conduct research projects in the Anthropocene context.
关于 "仰望!在后增长社会中重新思考市场营销的五项研究建议 "的评论:营销必须反思自身在 "人类世 "时代的演变
本文扩展了雷米等人的建议。它建议分三个阶段考虑人类纪营销的演变。首先,文章回溯宏观经济观察,澄清 Dekhili 等人关于可持续营销愿景的某些错误假设。其次,文章制定了一个组织应采取何种可持续营销做法的框架。最后,文章为希望在 "人类世 "背景下开展研究项目的营销学者提供了实用指南。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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