Humanistic Marketing and Digitalization for Quality of Life and Sustainability: a Theoretical Approach
| Autor: | Reynaldo Rivera-Baiocchi |
|---|---|
| Jazyk: | Spanish; Castilian |
| Rok vydání: | 2023 |
| Předmět: | |
| Zdroj: | Revista Empresa y Humanismo, Vol 26, Iss 2 (2023) |
| Druh dokumentu: | article |
| ISSN: | 1139-7608 2254-6413 |
| DOI: | 10.15581/015.XXVI.2.185-210 |
| Popis: | Marketing plays a key role in the configuration of human and organizational actions through the design, digitalization and communication of social and economic values. In a digital age, Marketing strategies are at the center of several controversies like the growth of consumeristic practices, environmental damage and public opinion manipulation among others. However, Marketing is a scientific discipline and practice that demonstrated its capacity to increase people’s quality of life. The objective of this paper is to present a theoretical framework of Humanistic Marketing for the promotion of quality of life based on Human-to-Human Marketing, Strategic Orchestration and Social Marketing models. |
| Databáze: | Directory of Open Access Journals |
| Externí odkaz: |
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