Translating Anthropological Consumption Theories into Humanistic Marketing Practices

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


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.


Positive Emotion Consumer Research Meaning Making Brand Community Progressive Realty 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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© Ahir Gopaldas 2014

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  • Ahir Gopaldas

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