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Translating Anthropological Consumption Theories into Humanistic Marketing Practices

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Book cover Humanistic Marketing

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

Abstract

Marketing has many uses. In the business-to-business sector, firms use marketing to attract other firms as clients. In the government sector, agencies use marketing to serve marginalized stakeholders. In the non-profit sector, advocates use marketing to promote social causes. However, the most ardent, creative, and visible users of marketing are for-profit corporations in the business-to-consumer sector (e.g., Nestle, PepsiCo, P&G, Unilever, and Walmart). The extensive use of marketing in this sector to generate quick profits, without concern for long-term consumer welfare, has sullied the profession’s reputation.

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Authors
  1. Ahir Gopaldas
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Editor information

Editors and Affiliations

  1. The Waikato Management School, University of Waikato, New Zealand

    Richard Varey

  2. Graduate School of Business, Fordham University, USA

    Michael Pirson

Copyright information

© 2014 Ahir Gopaldas

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Gopaldas, A. (2014). Translating Anthropological Consumption Theories into Humanistic Marketing Practices. In: Varey, R., Pirson, M. (eds) Humanistic Marketing. Humanism in Business Series. Palgrave Macmillan, London. https://doi.org/10.1057/9781137353290_12

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