• Cambridge Scholars Publishing

    "[Genetically Modified Organisms: A Scientific-Political Dialogue on a Meaningless Meme is] presents the debate associated with introducing GMOs as a traditional debate between science and progress against dogma. After reading it, I hope that science will win for the sake of all of us."

    - Professor David Zilberman, University of California at Berkeley

Marketing and Humanity: Discourses in the Real World

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.

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.

“This is a very novel and important book. Krishen and Berezan break new ground and identify intriguing topics unconsidered or understudied in marketing to date. Each topic is an extraordinary source of new directions for breakthrough research.”
Professor Richard Bagozzi
University of Michigan

Richard P. Bagozzi

Shalini Bahl

My (Myla) Bui

Han-fen Hu

Anuj Jenveja

Sheen Kachen

Axenya Kachen

Kathryn A. LaTour

Nancy L. Lough

Monica Mendini

Jason Meza

George R. Milne

Ashesh Mukherjee

Aidin Namin

Paula C. Peter

Maria Petrescu

Jennifer R. Pharr

Rajagopal Raghunathan

Eduardo A. Robleto

Spencer Ross

Jessy Santana

Kunal Swani

Nancy Wong

Chunyan Xie

Buy This Book

ISBN: 1-5275-1850-7

ISBN13: 978-1-5275-1850-6

Release Date: 20th November 2018

Pages: 337

Price: £68.99