Humanistic Marketing and Digitalization for Quality of Life and Sustainability: a Theoretical Approach
Article Sidebar
629)
Main Article Content
Authors
Abstract
490
Marketing plays a key role in the configuration of human and organizational actions through the design, digitalization and communication of social and economic values.
In a digital age, Marketing strategies are at the center of several controversies like the growth of consumeristic practices, environmental damage and public opinion manipulation among others. However, Marketing is a scientific discipline and practice that demonstrated its capacity to increase people’s quality of life.
The objective of this paper is to present a theoretical framework of Humanistic Marketing for the promotion of quality of life based on Human-to-Human Marketing, Strategic Orchestration and Social Marketing models.
Keywords
References
AB InBev. (2021). AB InBev Annual Report 2021. https://www.ab-inbev.com/assets/presentations/Annual-Report/220321_FULL_EN-Annual%20Report.pdf
Abela, A. V. (2006). Marketing and consumerism: A response to O’Shaughnessy and O’Shaughnessy. European Journal of Marketing, 40(1/2), 5-16. https://doi.org/10.1108/03090560610637284
Al-Amoudi, I.; Morgan, J. (Eds.) (2019). Realist Responses to Post-Human Society ex Machina. Routledge. ISBN: 978-0815377849 Alexander, J. C. (2011). Performance and Power (1st edition). Polity.
Bagozzi, R. P. (1975). Marketing as Exchange. Journal of Marketing, 39(4), 32-39. https://www.scribd.com/document/403502026/BAGOZZI-R-Marketing-as-exchange-Journal-of-Marketing-v-39-p-32-39-1975-pdf
Buchanan, L.; Kelly, B.; Yeatman, H.; Kariippanon, K. (2018). The Effects of Digital Marketing of Unhealthy Commodities on Young People: A Systematic Review. Nutrients, 10(2), 148. https://doi.org/10.3390/nu10020148
Burkhalter, M.; Betz, C.; Auge-Dickhut, S.; Jung, R. (2021). Orchestrating Value Co-Creation in Business Ecosystems. En K.Wendt (Ed.), Theories of Change: Change Leadership Tools, Models and Applications for Investing in Sustainable Development 257-291. Springer International Publishing. https://doi.org/10.1007/978-3-030-52275-9_16
Alcedo, J.; Cavallo, A.; Dwyer, B.; Mishra, M. P.; Spilimbergo, M. A. (eds) (2022). DP17001 E-commerce During Covid: Stylized Facts from 47 Economies, CEPR Press Discussion Paper N. 17001. https://cepr.org/publications/dp17001
Christensen, C. M.; Hall, T.; Dillon, K.; Duncan, D. S. (2016). Competing Against Luck: The Story of Innovation and Customer Choice. Harper- Collins.
Craig, R. T. (1999). Communication Theory as a Field. Communication Theory, 9(2), 119-161. https://doi.org/10.1111/j.1468-2885.1999.tb00355.x
Craig, R. T. (2015). The Constitutive Metamodel: A 16-Year Review. Communication Theory, 25(4), 356-374. https://doi.org/10.1111/comt.12076
Donati, P. (2010). Relational Sociology: A New Paradigm for the Social Sciences. Routledge.
Fogg-Meade, E. (1901). The Place of Advertising in Modern Business. The Journal of Political Economy, 9(2). 218-242. http://archive.org/details/jstor-1817356
Galan-Ladero, M. M.; Rivera, R. G. (2021). Applied Social Marketing and Quality of Life: Case Studies from an International Perspective. Springer.
Godin, S. (2018). This is marketing. Portfolio/Penguin. https://www.worldcat.org/title/this-is-marketing/oclc/1050456431
Kotler, P.; Pfoertsch, W.; Sponholz, U. (2020). H2H Marketing: The Genesis of Human-to-Human Marketing (1st ed. 2021 edition). Springer.
Kotler, P.; Zaltman, G. (1971). Social Marketing: An Approach to Planed Social Change”. Journal of Marketing, 35(3), 3-12. https://doi.org/10.2307/1249783
Laborda, M. P. de; Vanney, C. V.; Soler Gil, F. 82018). ¿Quiénes somos? Cuestiones en torno al ser humano. EUNSA. ISBN: 978-84-313-3285-3
Lusch, R. F.; Vargo, S. L. (2014). The Service-dominant Logic of Marketing: Dialog, Debate, and Directions. Routledge. ISBN: 9780765614919.
Manwaring, K. (2018).Will Emerging Technologies Outpace Consumer Protection Law? The Case of Digital Consumer Manipulation. (SSRN Scholarly Paper N. 3284143). Social Science Research Network. Competition and Consumer Law Journal, 26(2), 141-181. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3284143
Mathews, D. H. (1972). Humanistic Marketing. Union Institute and University. https://www.proquest.com/docview/302640712/abstract/2B972814B184 478CPQ/1
Morgan, M.; Ranchhod, A. (2010). Marketing in Travel and Tourism. Routledge. ISBN: 9780750686938
Orlowski, J. (Dtor.) (2020, septiembre 9). The Social Dilemma [Documentary]. Netflix. https://www.thesocialdilemma.com/
Rivera, R. (2016). Segmentación Relacional (Relational Segmentation). Universidad de Navarra, Facultad de Comunicación.
Ruelas Gossi, A. (2016). Escape the Low-Cost Trap & Enhance Value for Your Business: Crafting Your Vantage Point. IESE Insight, 28. https://hbsp.harvard.edu/product/IIR158-PDF-ENG
Samuelson, P.; Nordhaus,W. (2009). Economics (19th edition). McGraw Hill.
Sirgy, M. Joseph (2001). Handbook of Quality-of-Life Research: An Ethical Marketing Perspective. Springer. Springer Science & Business Media.
Sirgy, M. J.; Morris, M.; Samli, C. C. (1985). “The Question of Value in Social Marketing”. American Journal of Economics and Sociology, 44(2), 215- 228. https://doi.org/10.1111/j.1536-7150.1985.tb02336.x
Sull, D. L.; Ruelas Gossi, A. (2010). Strategic Orchestration. Business Strategy Review, 21(4), 58-63. https://doi.org/10.1111/j.1467-8616.2010.00707.x
Tonon, G. (Ed.). (2020). Teaching Quality of Life in Different Domains. Springer International Publishing. https://doi.org/10.1007/978-3-030-21551-4
Varey, R.; Pirson, M. (Eds.).(2014). Humanistic Marketing. Palgrave Macmillan. https://doi.org/10.1057/9781137353290
Verganti, R. (2009). Design Driven Innovation: Changing the Rules of Competition by Radically Innovating What Things Mean (Edición: Pocket Mentor). Harvard Business Press.
Verganti, R. (2017). Overcrowded: Designing Meaningful Products in a World Awash with Ideas. The MIT Press.
Volberda, H.W.; Khanagha, S.; Baden-Fuller, C.; Mihalache, O. R.; Birkinshaw, J. (2021). 2Strategizing in a Digital World: Overcoming Cognitive Barriers, Reconfiguring Routines and Introducing New Organizational Forms. Long Range Planning, 54(5), 102-110. https://doi.org/10.1016/j.lrp.2021.102110
Walker, T.; McGaughey, J.; Goubran, S.;Wagdy, N. (2021). Innovations in Social Finance: Transitioning Beyond Economic Value. Springer Nature.
Zamagni, S.; Bruni, L. (2013). Handbook on the Economics of Philanthropy, Reciprocity and Social Enterprise. Edward Elgar Publishing.
Metrics
|
|
Details
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
RIGHTS TRANSFER
By submitting the article for evaluation and subsequent publication in Empresa y Humanismo, the AUTHOR grants exclusive economic and/or exploitation rights: reproduction, distribution, public communication, transformation/translation/creation of derivative works, and commercialisation to the University of Navarra through its Publications Service, for the maximum legal period in force -the author's lifetime and seventy years after his or her death or declaration of death-, in any country, and in any of the current and future publishing modalities, both in print and electronic versions.
In the event that the article is not accepted for publication , this transfer of rights lapses with the communication of the refusal to the AUTHOR.
The AUTHOR affirms that the article is unpublished, that it has not been sent simultaneously to another publication medium and that the rights have not been transferred exclusively previously. He is responsible to the University of Navarra through its Publications Service for the authorship and originality of his work, as well as for all pecuniary charges that may arise for the University of Navarra through its Publications Service, in favor of third parties due to actions, claims or conflicts arising from the breach of obligations by the AUTHOR.
