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.

Analyses the Humanistic Marketing approach, which holds the potential to foster a more humane form of capitalism Features contributions from the leading thinkers in humanistic and human-to-human marketing Includes cutting-edge debate, global case studies and interdisciplinary frameworks

Autorentext

Philip Kotler is one of the leading authorities in Marketing; he is considered to be "the father" of Modern Marketing. He was S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University, USA. The different editions of the Marketing Management handbook of Professor Kotler (together with his coauthors) are considered to be the reference book for undergraduate, graduate and executive students in Universities and Business Schools all around the world. 

Waldemar A. Pfoertsch is Senior Marketing Professor at CIIM Business School, University of Limassol, Cyprus, and Professor Emeritus for International Business at Pforzheim University, Germany. He has extensive teaching experience at institutions like CEIBS, the University of Illinois, and Kellogg School of Management. He specializes in H2H Marketing and B2B Brand Management.

Fabio Ancarani is Professor of Marketing at the University of Bologna, Italy, and Director of the Executive Master in Sales and Marketing at Bologna Business School, where he previously served as the Associate Dean for Executive Education.

Ivan Ureta is Senior Lecturer in Humanistic Management and Head of the Executive Education area at the University of Applied Sciences and Arts of Southern Switzerland. He also serves as the President of the Swiss Business Ethics Network.

Inhalt

1. My Life as a Humanist.- 2. Humanism and Responsible Leadership in Times of Polycrisis.- 3. Beyond 2024- Sociological and Socio-Economic Developments.- 4. Humanistic Management into Practice: What Should a Humanistic Manager do?.- 5. The Genesis and Framework of Human to Human (H2H) Marketing.- 6. Design Thinking: Mindset, Method and Toolbox.- 7. Service-Dominant Logic: Theoretical Foundations and Directions.- 8. Implications of Humanistic Marketing.- 9. Digital Human to Human Marketing in Cyberphysical Systems: A Model Based on Best Practices.- 10. Human Centered Artificial Intelligence (Also) for Humanistic Management.- 11. Upstream and Downstream Participation in the Bologna City Branding.- 12. Human to Human (H2H) Marketing: The Pharma Perspective.- 13. Medtronic and Human to Human (H2H) Marketing Applied.- 14. Humanistic Management in Action: The Ultradent Case.