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Picture of Marketing and Humanity

Marketing and Humanity

Discourses in the Real World

Editor(s): Anjala S. Krishen, Orie Berezan
Contributors: Arti Mann, Robyn L. Raschke, George R. Milne, Han-fen Hu, Jason Meza, Jennifer R. Pharr, Aidin Namin,

Book Description

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.


ISBN-13: 978-1-5275-1850-6
ISBN-10: 1-5275-1850-7
Date of Publication: 01/01/2019
Pages / Size: 337 / A5
Price: £68.99


Anjala S. Krishen is a Professor of Marketing at the University of Nevada, Las Vegas, USA. She holds a BS in Electrical Engineering from Rice University and an MS in Marketing, an MBA, and a PhD from Virginia Tech, USA. She has published over 50 peer-reviewed articles in journals such as Journal of Business Research, Psychology and Marketing, Information and Management, Cornell Hospitality Quarterly, and European Journal of Marketing, and gave a TEDx talk titled, “Opposition: The Light outside of the Dark Box.”

Orie Berezan is an Assistant Professor at California State University, Dominguez Hills, USA. He holds a BS in Commerce from the University of Alberta, Canada, and an MS and a PhD in Hospitality Administration (Marketing) from the University of Nevada, USA. He has over two decades of international management experience, and has published work in journals such as Journal of Business Research, Journal of Travel and Tourism Marketing, International Journal of Hospitality Management, Cornell Hospitality Quarterly, and European Journal of Marketing.