Humanistic Marketing

1. Front Matter

   Pages i-xv

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2. Introduction

   1. Introduction

      • Michael Baker, Richard J. Varey

      Pages 1-15

3. What’s Wrong with Marketing in Theory and in Practice?

   1. Front Matter

      Pages 17-17

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   2. Where Marketing Causes Trouble

      • Verena E. Stoeckl, Marius K. Luedicke

      Pages 19-28

   3. Re-affirming the Prevailing Order?

      • Pierre McDonagh, William E. Kilbourne, Andrea Prothero

      Pages 29-38

   4. What Is Critical Marketing Studies? Reading Macro, Social, and Critical Marketing Studies

      • Mark Tadajewski

      Pages 39-52

   5. Rehumanizing Marketing (and Consumer Behaviour)

      • Ben Wooliscroft

      Pages 53-58

   6. Wants vs. Needs: On the Philosophical Bases of Humanistic Marketing

      • Claus Dierksmeier

      Pages 59-83

   7. Marketing for Mortality? The Scottish Case and the Humankind Index

      • Kathy Hamilton, Katherine Trebeck

      Pages 84-97

   8. Criminal Marketing: An Inhuman Side of Business

      • Nils Bagelius, Evert Gummesson

      Pages 98-112

   9. Can Society Nurture Humanistic Marketing?

      • Aliakbar Jafari

      Pages 113-125

   10. How Is Humanistic Marketing Possible?

       • A. Fuat Firat

       Pages 126-133

4. Marketing as a Force for Good

   1. Front Matter

      Pages 135-135

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   2. Fusing Back the Human, Radically

      • Nikhilesh Dholakia

      Pages 137-149

   3. Translating Anthropological Consumption Theories into Humanistic Marketing Practices

      • Ahir Gopaldas

      Pages 150-163

   4. Well-being Marketing as Humanistic Marketing

      • Grace B. Yu, Dong-Jin Lee, M. Joseph Sirgy

      Pages 164-175

   5. Constructive Engagement, Macromarketing, and Humanistic Marketing

      • Clifford J. Shultz II, Stanley J. Shapiro

      Pages 176-191

   6. Wisdom as Excellence in Commitment to the Humanistic Marketing Practice Paradigm

      • Djavlonbek Kadirov, Richard J. Varey

      Pages 192-203

   7. Power to the People: An Essay on Branding and Global Democracy

      • Thomas Boysen Anker

      Pages 204-215

   8. Responsible Advertising for Sustainable Development: The Case of French Responsible Agencies

      • Fabrice Desmarais, Sauveur Fernandez, Jean-Marc Gancille

      Pages 216-230

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.

• Advertising
• brand
• branding
• business
• development
• Engagement
• marketing

• The Waikato Management School, University of Waikato, New Zealand

  Richard Varey

• Graduate School of Business, Fordham University, USA

  Michael Pirson

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.

Policies and ethics