Responsible Leadership and the Human to Human Approach
Part of the Humanism in Business book series published by Palgrave Macmillan, this book analyses the Humanistic Marketing approach, which holds the potential to foster a more humane form of capitalism.
This edited collection hinges on the idea that marketing serves as the catalyst for capitalism and, in light of this, embracing a humanistic marketing approach holds the potential to foster a more humane form of capitalism. The twelve chapters represent an update on the current status of marketing, ethics and humanistic management, with topics including digital transformation, artificial intelligence, leadership, organization design and the future of work.
The book, available at the following link, has been edited by Philip Kotler, Waldemar A. Pfoertsch, Fabio Ancarani and Ivan Ureta.
About the editors:
Philip Kotler is one of the leading authorities in Marketing; he is considered to be “the father” of Modern Marketing. He was S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University, USA. The different editions of the Marketing Management handbook of Professor Kotler (together with his coauthors) are considered to be the reference book for undergraduate, graduate and executive students in Universities and Business Schools all around the world.
Waldemar A. Pfoertsch is Senior Marketing Professor at CIIM Business School, University of Limassol, Cyprus, and Professor Emeritus for International Business at Pforzheim University, Germany. He has extensive teaching experience at institutions like CEIBS, the University of Illinois, and Kellogg School of Management. He specializes in H2H Marketing and B2B Brand Management.
Fabio Ancarani is Professor of Marketing at the University of Bologna, Italy, and Director of the Executive Master in Sales and Marketing at Bologna Business School, where he previously served as the Associate Dean for Executive Education.
Ivan Ureta is Senior Lecturer in Humanistic Management and Head of the Executive Education area at the University of Applied Sciences and Arts of Southern Switzerland. He also serves as the President of the Swiss Business Ethics Network.