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Can Society Nurture Humanistic Marketing?

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Humanistic Marketing

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

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Abstract

We are all guilty. For unethical business practices, increasing environ. mental crises, overconsumption, market misbehaviours, social injus. tice, falling rate of satisfaction with life, institutionalization of fraud, declining morality in society, and many other imperfections, we are all guilty. We are guilty because we have developed too much hope and faith in markets — ‘the idols of our own creation’ (Wallis, 2010) — and market rules. Markets, which once upon a time cultivated the seeds of hope, prosperity, happiness, peace, and harmony in human society, have now become the breeding grounds for despair, difficulties, agonies, anxieties, and conflicts. Markets, which used to bring people together in society, have now become battlefields where people stand in opposition and anxiously blame one another for the imperfections of their habitat, ‘the market’. In this battleground, angry voices are heard from all corners. Everybody in the field is simultaneously a plaintiff, a defendant, and a judge.

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Authors
  1. Aliakbar Jafari
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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

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© 2014 Aliakbar Jafari

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Jafari, A. (2014). Can Society Nurture Humanistic Marketing?. In: Varey, R., Pirson, M. (eds) Humanistic Marketing. Humanism in Business Series. Palgrave Macmillan, London. https://doi.org/10.1057/9781137353290_9

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