Can society nurture humanistic marketing?

Jafari, Aliakbar; Varey, Richard R. and Prison, Michael, eds. (2013) Can society nurture humanistic marketing? In: Humanistic Marketing. Humanism in Business . Palgrave Macmillan Ltd., London, pp. 113-125. ISBN 9781137353283 (

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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.


Jafari, Aliakbar ORCID logoORCID:; Varey, Richard R. and Prison, Michael