Show simple item record  

dc.contributor.authorVarey, Richard J.
dc.date.accessioned2013-07-19T02:49:08Z
dc.date.available2013-07-19T02:49:08Z
dc.date.copyright2013-05-07
dc.date.issued2013
dc.identifier.citationVarey, R. J. (2013). Marketing in the flourishing society megatrend. Journal of Macromarketing, published online May 7, 2013.en_NZ
dc.identifier.urihttps://hdl.handle.net/10289/7795
dc.description.abstract“New science” has profound implications for business. Industrial capitalism can no longer power prosperity. The mass society worldview is giving way to individualisation. The “standard enterprise logic” is challenged. Marketing has operated as an attention technology for sellers competing to capture customers. However, in an intention economy buyers are a scarce commodity, and it is intentions that drive production for specific needs. Change in marketing is overdue. Despite increased social disharmony and the mounting evidence of looming environmental disasters, progress is stagnant, often negative, as marketing exacerbates the problem by misallocating negative value goods. The commonality in the contemporary crises of financial meltdown, human-made climate change, economic inequality, distrust of government, and the social corrosion of consumerism is the moral limits of markets in civic society. Sustainable living provides the higher purpose of marketing: well-being and human flourishing. Sustainability is a socio-cultural, inherently ethical, respectful, intellectual construct for a life of careful and equitable resource use within limits and inter-dependencies. It is not the antithesis of competitive business, indeed business can flourish by competing on, and being rewarded for, the accomplishment of enduringly valuable outcomes. Sustainability is a transcendent societal “mega”-megatrend.en_NZ
dc.language.isoenen_NZ
dc.publisherSageen_NZ
dc.relation.ispartofJournal of Macromarketing
dc.relation.urihttp://jmk.sagepub.com/content/early/2013/05/07/0276146713489150.abstract?rss=1en_NZ
dc.subjectpost-industrial businessen_NZ
dc.subjectfuture of marketingen_NZ
dc.subjectprovisioningen_NZ
dc.subjectcorporate sustainabilityen_NZ
dc.subjectmegatrenden_NZ
dc.subjectmacromarketingen_NZ
dc.titleMarketing in the Flourishing Society Megatrenden_NZ
dc.typeJournal Articleen_NZ
dc.identifier.doi10.1177/0276146713489150en_NZ
dc.relation.isPartOfJournal of Macromarketingen_NZ
pubs.begin-page354en_NZ
pubs.elements-id38439
pubs.end-page368en_NZ
pubs.issue4en_NZ
pubs.volume33en_NZ


Files in this item

FilesSizeFormatView

There are no files associated with this item.

This item appears in the following Collection(s)

Show simple item record