Full Description
This edited collection hinges on the idea that marketing serves as the catalyst for capitalism and, in light of this, embracing a humanistic marketing approach holds the potential to foster a more humane form of capitalism. Particularly in the midst of our tumultuous era, this book has an added importance, and the twelve chapters represent a crucial update on the current status of marketing, ethics and humanistic management.
Leading scholars have contributed chapters displaying an interdisciplinary take on humanistic marketing, featuring global examples and cutting-edge research. Topics include digital transformation and artificial intelligence, leadership, organization design and the future of work. This book will be of great interest for scholars and students of marketing, business ethics, corporate responsibility and leadership.
Contents
1. My Life as a Humanist.- 2. Humanism and Responsible Leadership in Times of Polycrisis.- 3. Beyond 2024- Sociological and Socio-Economic Developments.- 4. Humanistic Management into Practice: What Should a Humanistic Manager do?.- 5. The Genesis and Framework of Human to Human (H2H) Marketing.- 6. Design Thinking: Mindset, Method and Toolbox.- 7. Service-Dominant Logic: Theoretical Foundations and Directions.- 8. Implications of Humanistic Marketing.- 9. Digital Human to Human Marketing in Cyberphysical Systems: A Model Based on Best Practices.- 10. Human Centered Artificial Intelligence (Also) for Humanistic Management.- 11. Upstream and Downstream Participation in the Bologna City Branding.- 12. Human to Human (H2H) Marketing: The Pharma Perspective.- 13. Medtronic and Human to Human (H2H) Marketing Applied.- 14. Humanistic Management in Action: The Ultradent Case.
