Humanistic Marketing [electronic resource] /
Varey, R.editor.
Pirson, M.editor.
Humanistic Marketing is a response to the currently growing mega-trend call for rethinking marketing. The book organizes current thinking around the problems of marketing theory and practice as well as solutions and ways forward, providing a diverse exploration of the position of marketing in the face of challenges for societal transformation.
Description based upon print version of record.
Cover; Title; Copyright; Contents; List of Figures and Tables; Notes on Contributors; Introduction; Part I What's Wrong with Marketing in Theory and in Practice?; 1 Where Marketing Causes Trouble; 2 Re-affirming the Prevailing Order?; 3 What Is Critical Marketing Studies? Reading Macro, Social, and Critical Marketing Studies; 4 Rehumanizing Marketing (and Consumer Behaviour); 5 Wants vs. Needs: On the Philosophical Bases of Humanistic Marketing; 6 Marketing for Mortality? The Scottish Case and the Humankind Index; 7 Criminal Marketing: An Inhuman Side of Business
8 Can Society Nurture Humanistic Marketing?9 How Is Humanistic Marketing Possible?; Part II Marketing as a Force for Good; 10 Fusing Back the Human, Radically; 11 Translating Anthropological Consumption Theories into Humanistic Marketing Practices; 12 Well-Being Marketing as Humanistic Marketing; 13 Constructive Engagement, Macromarketing, and Humanistic Marketing; 14 Wisdom as Excellence in Commitment to the Humanistic Marketing Practice Paradigm; 15 Power to the People: An Essay on Branding and Global Democracy
16 Responsible Advertising for Sustainable Development: The Case of French Responsible Agencies17 Sustainable Marketing through the Natural Step; 18 Social Networks and Marketing Happiness? The Potential Role of Marketing in an Electronic World; 19 Social Business - Everybody's Business; Closing Commentary: Towards Humanistic Marketing?; Index
Includes bibliographical references and index.
Humanistic Marketing is a response to the currently growing mega-trend call for rethinking marketing. The book organizes current thinking around the problems of marketing theory and practice as well as solutions and ways forward, providing a diverse exploration of the position of marketing in the face of challenges for societal transformation.
Leadership.
Marketing.
International business enterprises.
Organization.
Planning.
Management.
Development economics.
Business Strategy/Leadership.
Marketing.
International Business.
Organization.
Management.
Development Economics.