Can society nurture humanistic marketing?

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For more than four decades, academic debates on the morality of marketing have focused mainly on the advantages and disadvantages of marketing as an institution. This essay questions the usefulness of such debates to addressing many challenges of life in contemporary society and argues that engagement in such discussions will only entrap us in vicious circles of argumentation. The author calls for collective social responsibility and argues that humanistic marketing can only be realised in a humanistic society.
Original languageEnglish
Title of host publicationHumanistic Marketing
EditorsRichard R. Varey, Michael Prison
Place of PublicationLondon
PublisherPalgrave Macmillan Ltd.
Number of pages13
ISBN (Print)9781137353283
Publication statusPublished - 19 Nov 2013

Publication series

NameHumanism in Business
PublisherPalgrave Macmillan


  • humanistic marketing
  • marketing
  • humanism
  • morality
  • corporate social responsibility
  • business ethics
  • National Health Service (NHS)
  • social enterprise
  • market management


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