Translating anthropological consumption theories into humanistic marketing practices

Ahir Gopaldas

pp. 150-163

in: Richard Varey, Michael Pirson (eds), Humanistic marketing, Basingstoke, Palgrave Macmillan, 2014

Abstract

Marketing has many uses. In the business-to-business sector, firms use marketing to attract other firms as clients. In the government sector, agencies use marketing to serve marginalized stakeholders. In the non-profit sector, advocates use marketing to promote social causes. However, the most ardent, creative, and visible users of marketing are for-profit corporations in the business-to-consumer sector (e.g., Nestle, PepsiCo, P&G, Unilever, and Walmart). The extensive use of marketing in this sector to generate quick profits, without concern for long-term consumer welfare, has sullied the profession's reputation.