Picture map of Europe with pins indicating European capital cities

Open Access research with a European policy impact...

The Strathprints institutional repository is a digital archive of University of Strathclyde's Open Access research outputs. Strathprints provides access to thousands of Open Access research papers by Strathclyde researchers, including by researchers from the European Policies Research Centre (EPRC).

EPRC is a leading institute in Europe for comparative research on public policy, with a particular focus on regional development policies. Spanning 30 European countries, EPRC research programmes have a strong emphasis on applied research and knowledge exchange, including the provision of policy advice to EU institutions and national and sub-national government authorities throughout Europe.

Explore research outputs by the European Policies Research Centre...

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.