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Books > Business & Economics > Business & management > Sales & marketing
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Humanistic Marketing (Hardcover, New)
Loot Price: R3,543
Discovery Miles 35 430
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Humanistic Marketing (Hardcover, New)
Series: Humanism in Business Series
Expected to ship within 10 - 15 working days
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Marketing practice and scholarship are facing unprecedented
challenges. The unsustainability of resource use, the increasing
inequity of the market, and the continuous decline in societal
trust pose a threat to business and 'marketing as usual'.
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 some possible solutions and ways forward: both
for theory and practice. This volume was initiated by The
Humanistic Management Network to contribute knowledge and
understanding to the emerging humanistic business and management
movement that does not accept perpetual economic expansion as a
sustainably viable means of meeting individual and collective needs
in society and nature, and instead seeks balance in place of
excess. Humanistic Marketing recognises the harm that comes with
the unfettered desire for more of more. The authors ask how can
marketing's principles and practice be founded in humanistic values
such as altruism, empathy, respect, trustworthiness, honesty,
integrity, care, compassion, service, intelligence, beauty,
justice, virtue? Furthermore, how can marketing help to protect
human dignity and promote sustainable human (not consumer)
well-being?This book provides a diverse exploration of the position
of marketing in the face of challenges for societal transformation,
aiming to challenge, provoke, and inspire reflection, deliberation
and debate.
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