Humanistic Marketing

ISBN-13: 9781349469642 / Angielski / Miękka / 2013 / 284 str.

R. Varey;M. Pirson

Opis

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.

Spis treści

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 Behavior) 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? 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 & Humanistic Marketing 14. Wisdom as Excellence in Commitment to Humanistic Marketing Practice 15. Power to the People: An Essay on Branding and Global Democracy 16. Responsible Advertising for Sustainable Development: The Case of French Responsible Agencies 17. 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?

O autorze

Dr Richard J. Varey is Professor of Marketing at Waikato Management School, New Zealand. His scholarly project is focused on understanding marketing in and for sustainable prosperous society. He is Associate Editor (Asia-Pacific) for the Journal of Customer Behaviour, Co-Editor (Pacific Rim) for the Journal of Business-to-Business Marketing, and a member of the editorial boards of Social Business, Marketing Theory, the European Journal of Marketing, the Journal of Communication Management, the Journal of Marketing Communications, the Australasian Marketing Journal, the Corporate Reputation Review, the Journal of Business Ethics (sustainability panel), and the Atlantic Journal of Communication.

Michael Pirson is the Director of the Center for Humanistic Management and Assistant Professor of Global Sustainability and Social Entrepreneurship at the Fordham School of Business, USA. His research interests include Trust and Well-Being in Organizational Contexts, Mindfulness, Social Entrepreneurship, Sustainability, Humanistic Management, and the Philosophy of Management. Michael is also a founding partner of the Humanistic Management Network, an organization that brings together scholars, practitioners and policymakers around the common goal of creating a 'life-conducive' economic system. He is the co-editor of the Humanism in Business book series and has published widely. He is also an active board member of three social enterprises. He has worked for and with businesses, non-profits, embassies, political campaigns, and local and national governments.