Picture of two heads

Open Access research that challenges the mind...

The Strathprints institutional repository is a digital archive of University of Strathclyde research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including those from the School of Psychological Sciences & Health - but also papers by researchers based within the Faculties of Science, Engineering, Humanities & Social Sciences, and from the Strathclyde Business School.

Discover more...

Can society nurture humanistic marketing?

Jafari, Aliakbar (2013) Can society nurture humanistic marketing? In: Humanistic Marketing. Humanism in Business . Palgrave McMillan, Hampshire, pp. 113-125. ISBN 9781137353283

[img]
Preview
PDF (Jafari 2013 Humanistic Marketing)
Jafari_2013_Humanistic_Marketing.pdf - Preprint

Download (453kB) | Preview

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.