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(2014) Humanistic marketing, Basingstoke, Palgrave Macmillan.
For me, the question in this volume on "Humanistic Marketing" is whether and how marketing can become humanistic and what the results of this transformation might be if it can occur. Clearly, in the minds of the contributors of this volume, marketing as we know and practice it today has unsatisfactory characteristics and outcomes, and I should begin by saying that I agree with this point of view. My purpose in this chapter will be to explore some of the reasons that underlie the unsatisfactory nature of marketing. Hopefully, these explorations will provide us with insights as to what may be required for a substantive transformation.
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Full citation:
Firat, A. (2014)., How is humanistic marketing possible?, in R. Varey & M. Pirson (eds.), Humanistic marketing, Basingstoke, Palgrave Macmillan, pp. 126-133.
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