Can society nurture humanistic marketing?

Aliakbar Jafari

doi:10.1057/9781137353290_9

Can society nurture humanistic marketing?

Aliakbar Jafari

Marketing

Research output: Chapter in Book/Report/Conference proceeding › Chapter

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Abstract

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 language	English
Title of host publication	Humanistic Marketing
Editors	Richard R. Varey, Michael Prison
Place of Publication	London
Publisher	Palgrave Macmillan Ltd.
Pages	113-125
Number of pages	13
ISBN (Print)	9781137353283
DOIs	https://doi.org/10.1057/9781137353290_9
Publication status	Published - 19 Nov 2013

Publication series

Name	Humanism in Business
Publisher	Palgrave Macmillan

Keywords

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

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

10.1057/9781137353290_9

Jafari 2013 Humanistic MarketingSubmitted manuscript, 443 KBLicence: Strath_1

Cite this

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title = "Can society nurture humanistic marketing?",

abstract = "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. ",

keywords = "humanistic marketing , marketing, humanism, morality, corporate social responsibility, business ethics, National Health Service (NHS), social enterprise, market management",

author = "Aliakbar Jafari",

year = "2013",

month = nov,

day = "19",

doi = "10.1057/9781137353290_9",

language = "English",

isbn = "9781137353283",

series = "Humanism in Business",

publisher = "Palgrave Macmillan Ltd.",

pages = "113--125",

editor = "Varey, {Richard R. } and Prison, {Michael }",