Marketing Towards a Responsible Society - Sustainable Marketing[Marketing pour une Société Responsable - Marketing durable]

The Ambition of the Le Co'lab – AFM Project. The collaborative volume Marketing for a Responsible Society, initiated by the French Marketing Association (AFM), offers its members and broader audiences educational resources on the transformation of marketing in the context of the urgent ecological and social transitions of our time. Indeed, the crises of the twenty-first century have manifested in a range of societal fractures: social inequalities, demands for social justice and inclusivity, the North-South divide, the rift between humanity and nature, epistemic divides, and tensions between market and non-market dynamics. In this context, Le Co'lab brings together, in the form of a collaborative and evolving volume, the contributions of more than ninety authors with the aim of supporting the commitment of societal stakeholders—particularly marketing practitioners, scholars, and students—in a responsible transformation of marketing education and pedagogy. The wiki-book made available here was conceived not as yet another volume on sustainable marketing, CSR, or social marketing, but rather as an introductory manual to marketing and marketing management. Its purpose is to deconstruct certain core principles and assumptions of conventional marketing while offering alternative frameworks aligned with the United Nations Sustainable Development Goals. The ultimate ambition is to transform how marketing is taught to our students—the decision-makers of tomorrow. The book is structured around ten chapters, ranging from reflections on the identity and image of marketing in contemporary society to the ethical and responsible communication of goods and services, including the principles of eco-design. The volume is the outcome of a collective and participatory effort across the AFM community. Over sixty contributors responded to an open call, allowing anyone who wished to co-construct this volume in a wiki-like fashion. This also implies that the knowledge shared within these pages is intended to evolve over time, following the rhythm of annual calls for contributions issued by the AFM. www.marketingpourunesocieteresponsable.org