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Book synopsis

This edited collection hinges on the idea that marketing serves as the catalyst for capitalism and, in light of this, embracing a humanistic marketing approach holds the potential to foster a more humane form of capitalism. Particularly in the midst of our tumultuous era, this book has an added importance, and the twelve chapters represent a crucial update on the current status of marketing, ethics and humanistic management.

Leading scholars have contributed chapters displaying an interdisciplinary take on humanistic marketing, featuring global examples and cutting-edge research. Topics include digital transformation and artificial intelligence, leadership, organization design and the future of work. This book will be of great interest for scholars and students of marketing, business ethics, corporate responsibility and leadership.

Book details

Book category Books in English Economics, finance, business & management Business & management Sales & marketing

• Full title: Humanism in Marketing
• Subtitle: Responsible Leadership and the Human-to-Human Approach
• Author: Philip Kotler, Waldemar Pfoertsch, Fabio Ancarani, Ivan Ureta
• Language: English
• Binding: Hardback
• Number of pages: 250
• EAN: 9783031671548
• ID: 46193468
• Publisher: Springer, Berlin
• Dimensions: 235 × 155 mm
• Date of publishing: 13. December 2024

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