Humanism in Marketing

Responsible Leadership and the Human-to-Human Approach

Philip Kotler, Waldemar Pfoertsch, Fabio Ancarani , Ivan Ureta

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English

Palgrave Macmillan
26 October 2024

Business strategy; Business ethics; Sales & marketing

Series: Humanism in Business Series

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.

Edited by: Philip Kotler, Waldemar Pfoertsch, Fabio Ancarani, Ivan Ureta
Imprint: Palgrave Macmillan
Country of Publication: Switzerland
Edition: 2024 ed.
Dimensions: Height: 210mm, Width: 148mm,
ISBN: 9783031671548
ISBN 10: 3031671546
Series: Humanism in Business Series
Pages: 341
Publication Date: 26 October 2024
Audience: Professional and scholarly , Undergraduate
Format: Hardback
Publisher's Status: Active

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.