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Marketing and humanity : discourses in the real world / edited by Anjala S. Krishen and Orie Berezan.
- Format:
- Book
- Language:
- English
- Subjects (All):
- Marketing.
- Humanity.
- Physical Description:
- 1 online resource (337 pages) : illustrations
- Edition:
- 1st ed.
- Place of Publication:
- Newcastle upon Tyne : Cambridge Scholars Publishers, 2019.
- Summary:
- This volume expands the field of consumer behavior in marketing in order to understand the "real world", of underserved and underexplored populations, modern-day social issues, and power and agency. Connecting with others is a fundamental human requirement to survive and thrive psychologically, spiritually, and physically, for both individuals and society. Rather than focusing on normative marketing concepts, this book encourages readers to explore new substantive domains, and analyze them from a holistic perspective. It is organized into four sections, namely "marketing to consumers as..." (1) "mindful, happy and social", (2) "intersectional, diverse, and inclusive", (3) "information seekers", and (4) "social change agents". Consisting of fifteen chapters written by leading scholars in marketing, specific topics considered here include mindfulness, happiness, loneliness, sex and gender in advertising, privacy, skin lightening, information overload, health and technology, mitigating extremism, charitable behavior, and corporate social responsibility, among others.
- Contents:
- Intro
- Dedication
- Table of Contents
- Foreword
- Acknowledgements
- Part I
- Chapter One
- Chapter Two
- Chapter Three
- Chapter Four
- Part II
- Chapter Five
- Chapter Six
- Chapter Seven
- Part III
- Chapter Eight
- Chapter Nine
- Chapter Ten
- Part IV
- Chapter Eleven
- Chapter Twelve
- Chapter Thirteen
- Chapter Fourteen
- Chapter Fifteen
- Contributors.
- Notes:
- Description based on online resource; title from PDF title page (ebrary, viewed December 3, 2018).
- Description based on publisher supplied metadata and other sources.
- ISBN:
- 1-5275-2179-6
- OCLC:
- 1076240470
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