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New paths for marketing relevance: a review of marketing and humanity

  • Andrew M. BakerEmail author
Book Review

One need not look far within marketing scholarship to find diagnosis, prognosis, and advice surrounding the need to make marketing scholarship relevant (as a brief list of diverse perspectives and voices on this matter, see: Kumar (2018), Lutz (2011), Jaworski (2011), Reibstein et al. (2009), Anderson et al. (2013)). For those who acknowledge the importance of generating relevant marketing scholarship but also seek to pursue relevant marketing research in a manner that is most likely to serve broader societal needs, the needs of minimalized or marginalized communities, or those most vulnerable to extant, pervasive environmental forces, Marketing and Humanity is a flashlight, illuminating a variety of spaces where the marketing academy may be able to serve the needs of humanity.

The scope and promise of Marketing and Humanityis ambitious with respect to the breadth of issues and topics it covers. While this breadth, naturally, creates some necessity for individual topic areas to be...

Notes

References

  1. Anderson, Laurel, et al. 2013. Transformative service research: An agenda for the future. Journal of Business Research 66 (8): 1203–1210.CrossRefGoogle Scholar
  2. Jaworski, Bernard J. 2011. On managerial relevance. Journal of Marketing 75 (4): 211–224.CrossRefGoogle Scholar
  3. Lutz, Richard J. 2011. Marketing Scholarship 2.0. Journal of Marketing 75 (4): 225–234.CrossRefGoogle Scholar
  4. Reibstein, David J., George Day, and Jerry Wind. 2009. Guest editorial: Is marketing academia losing its way? Journal of Marketing 73 (4): 1–3.CrossRefGoogle Scholar
  5. Kumar, V. 2018. Transformative marketing: The next 20 years. Journal of Marketing 82 (4): 1–12.CrossRefGoogle Scholar

Copyright information

© Springer Nature Limited 2019

Authors and Affiliations

  1. 1.Fowler College of BusinessSan Diego State UniversitySan DiegoUSA

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