| 紀錄類型: |
書目-語言資料,印刷品
: Monograph/item
|
| 杜威分類號: |
658.8001 |
| 書名/作者: |
Humanistic marketing // [edited by] Richard Varey and Michael Pirson. |
| 其他作者: |
Pirson, Michael, |
| 面頁冊數: |
1 online resource. |
| 標題: |
Marketing - Moral and ethical aspects. |
| 標題: |
Marketing - Philosophy. |
| 標題: |
BUSINESS & ECONOMICS / Industrial Management |
| 標題: |
BUSINESS & ECONOMICS / Management Science |
| 標題: |
BUSINESS & ECONOMICS / Management |
| 標題: |
BUSINESS & ECONOMICS / Organizational Behavior |
| 標題: |
Business and Management |
| 標題: |
Sales & marketing |
| ISBN: |
1137353295 (electronic bk.) |
| ISBN: |
9781137353290 (electronic bk.) |
| 內容註: |
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?. |
| 摘要、提要註: |
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? |
| 電子資源: |
http://www.palgraveconnect.com/doifinder/10.1057/9781137353290 |