Humanistic marketing / edited by Richard J. Varey, Michael Pirson.

Includes bibliographical references and index.

Introduction / Michael Pirson and Richard J. Varey -- Part I. What's wrong with Marketing in theory and in practice? : -- 1. Where Marketing Causes Trouble / Verena E. Stoeckl and Marius K . Luedicke -- 2. Re-affirming the prevailing order? / Pierre McDonag, William E. Kilbourne and Andrea Prothero -- 3. What is Critical Marketing Studies?: Reading Macro, Social and Critical Marketing Studies / Mark Tadejewski -- 4. Rehumanizing Marketing (and Consumer Behavior) / Ben Wooliscroft -- 5. Wants vs. Needs: On the Philosophical Bases of Humanistic Marketing / Claus Dirksmeier -- 6. Marketing for Mortality? The Scottish Case and the Humankind Index / Kathy Hamilton and Katherine Trebeck -- 7. Criminal Marketing: An Inhuman Side of Business / Nils Bagelius and Evert Gummesson -- 8. Can Society Nurture Humanistic Marketing? / Aliakbar Jafari -- 9. How is Humanistic Marketing Possible? / A. Fuat Firat -- Part II. Marketing as a force for good : -- 10. Fusing Back the Human, Radically / Nikhilesh Dholakia -- 11. Translating Anthropological Consumption Theories into Humanistic Marketing Practices / Ahir Gopaldas -- 12. Well-Being Marketing as Humanistic Marketing / Grace B. Yu, Dong-Jin Lee and M. Joseph Sirgy -- 13. Constructive Engagement, Macromarketing & Humanistic Marketing / Clifford J. Shultz, II and Stanley J. Shapiro -- 14. Wisdom as Excellence in Commitment to Humanistic Marketing Practice / Djavlonbek Kadirov and Richard J. Varey -- 15. Power to the People: An Essay on Branding and Global Democracy / Thomas Boysen Anker -- 17. Sustainable Marketing through The Natural Step / Diane M. Martin and John W. Schouten -- 18. Social Networks and Marketing Happiness?: The Potential Role of Marketing in an Electronic World / Ed Vos and Richard J. Varey -- 19. Social Business: Everybody's Business / Michael J. Baker -- Closing Commentary. Towards Humanistic Marketing? / Richard J. Varey and Michael Pirson.

"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."--Publisher's website.