Humanistic Marketing

  • Richard Varey
  • Michael Pirson

Part of the Humanism in Business Series book series (HUBUS)

Table of contents

  1. Front Matter
    Pages i-xv
  2. Introduction

    1. Michael Baker, Richard J. Varey
      Pages 1-15
  3. What’s Wrong with Marketing in Theory and in Practice?

    1. Front Matter
      Pages 17-17
    2. Verena E. Stoeckl, Marius K. Luedicke
      Pages 19-28
    3. Pierre McDonagh, William E. Kilbourne, Andrea Prothero
      Pages 29-38
    4. Kathy Hamilton, Katherine Trebeck
      Pages 84-97
    5. Nils Bagelius, Evert Gummesson
      Pages 98-112
    6. Aliakbar Jafari
      Pages 113-125
    7. A. Fuat Firat
      Pages 126-133
  4. Marketing as a Force for Good

    1. Front Matter
      Pages 135-135
    2. Nikhilesh Dholakia
      Pages 137-149
    3. Grace B. Yu, Dong-Jin Lee, M. Joseph Sirgy
      Pages 164-175
    4. Clifford J. Shultz II, Stanley J. Shapiro
      Pages 176-191
    5. Fabrice Desmarais, Sauveur Fernandez, Jean-Marc Gancille
      Pages 216-230
    6. Diane M. Martin, John W. Schouten
      Pages 231-243
    7. Michael J. Baker
      Pages 257-273
    8. Richard J. Varey, Michael Pirson
      Pages 274-279
  5. Back Matter
    Pages 281-284

About this book


Humanistic Marketing is a response to the currently growing mega-trend call for rethinking marketing. The book organizes current thinking around the problems of marketing theory and practice as well as solutions and ways forward, providing a diverse exploration of the position of marketing in the face of challenges for societal transformation.


Advertising brand branding business development Engagement marketing

Editors and affiliations

  • Richard Varey
    • 1
  • Michael Pirson
    • 2
  1. 1.The Waikato Management SchoolUniversity of WaikatoNew Zealand
  2. 2.Graduate School of BusinessFordham UniversityUSA

Bibliographic information