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(2014) Humanistic marketing, Basingstoke, Palgrave Macmillan.

Rehumanizing marketing (and consumer behaviour)

Ben Wooliscroft

pp. 53-58

Why should we care about the words used in marketing and consumer behaviour? Surely, as modern disciplines, the words and phrases accu. rately reflect that which we study and that interests us, and our termi. nology doesn't blind us to important issues or have the potential to upset or alienate people?

Publication details

DOI: 10.1057/9781137353290_5

Full citation:

Wooliscroft, B. (2014)., Rehumanizing marketing (and consumer behaviour), in R. Varey & M. Pirson (eds.), Humanistic marketing, Basingstoke, Palgrave Macmillan, pp. 53-58.

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