Humanistic Marketing (Humanism in Business)

Varey, Richard J. (EDT)/ Pirson, Michael (EDT)

Palgrave Macmillan（2013/11発売）

• 製本 Hardcover:ハードカバー版／ページ数 284 p.
• 言語 ENG
• 商品コード 9781137353283
• DDC分類 658.8001

Full Description

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.

Contents

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?