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Constructive Engagement, Macromarketing, and Humanistic Marketing

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Humanistic Marketing

Part of the book series: Humanism in Business Series ((HUBUS))

Abstract

The two most recent definitions of marketing, as posited by thoughtful members of the AMA in 2004 and 2007, have generated considerable discussion about the nature, scope and foci of marketing. The 2004 definition was not fully embraced by the AMA membership, nor has it been uniformly adopted by other marketing organizations and associa. tions around the world, where some of the most compelling marketing activity now unfolds; hence the 2007 revised definition.

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Authors
  1. Clifford J. Shultz II
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  2. Stanley J. Shapiro
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Editor information

Editors and Affiliations

  1. The Waikato Management School, University of Waikato, New Zealand

    Richard Varey

  2. Graduate School of Business, Fordham University, USA

    Michael Pirson

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© 2014 Clifford J. Shultz , II and Stanley J. Shapiro

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Cite this chapter

Shultz, C.J., Shapiro, S.J. (2014). Constructive Engagement, Macromarketing, and Humanistic Marketing. In: Varey, R., Pirson, M. (eds) Humanistic Marketing. Humanism in Business Series. Palgrave Macmillan, London. https://doi.org/10.1057/9781137353290_14

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