Translating Anthropological Consumption Theories into Humanistic Marketing Practices

Published on Jan 1, 2014in Social Science Research Network
· DOI :10.1057/9781137353290_12
Ahir Gopaldas7
Estimated H-index: 7
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.
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