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" Humanistic Marketing "
edited by Richard Varey, Michael Pirson.
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BL
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| Record Number
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737576
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b557446
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| Main Entry
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edited by Richard Varey, Michael Pirson.
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| Title & Author
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Humanistic Marketing\ edited by Richard Varey, Michael Pirson.
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| Publication Statement
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London: Palgrave Macmillan UK : Imprint : Palgrave Macmillan, 2014
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| Series Statement
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Humanism in business series.
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| Page. NO
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(305 pages)
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| ISBN
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1137353287
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: 1137353295
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: 1349469645
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: 9781137353283
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: 9781137353290
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: 9781349469642
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| Contents
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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.
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| Abstract
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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.
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| Subject
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Business.
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Leadership.
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| Subject
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Marketing -- Social aspects.
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| LC Classification
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HF5415.E358 2014
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| Added Entry
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Michael Pirson
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Richard J Varey
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Richard Varey
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