The University of Limassol is proud to announce the publication of Humanism in Marketing: Responsible Leadership and the Human-to-Human Approach, a pioneering academic volume that redefines the role of marketing in today’s business and social landscape. The book is co-edited by Professor Waldemar Pfoertsch, faculty member at the University of Limassol, alongside globally respected scholars Philip Kotler, Fabio Ancarani, and Ivan Ureta.
Published by Springer in 2024, the book brings together leading international experts to advocate for a more ethical, empathetic, and human-centred approach to marketing. In an era marked by rapid technological change and complex global challenges, the editors argue for marketing practices that go beyond profit-driven motives—focusing instead on human-to-human (H2H) engagement, responsible leadership, and societal impact.
Professor Pfoertsch has also made two key contributions to the volume: he is the author of one chapter and coauthor of another titled Implications of Humanistic Marketing, written in collaboration with Theodore Panayotou. This chapter explores the ethical foundations of humanistic marketing and presents a compelling argument for integrating values such as empathy, respect, and social responsibility into core business strategies.
Humanism in Marketing spans twelve interdisciplinary chapters, covering a diverse array of topics including artificial intelligence, digital transformation, leadership, organisational design, and the future of work. The book serves as a critical resource for scholars, students, and professionals interested in marketing, corporate responsibility, and ethical business practices.
“This publication is an important step toward reshaping marketing education and practice,” said Professor Pfoertsch. “It emphasizes that business success and human values are not mutually exclusive—they can and should go hand in hand.”
The University of Limassol congratulates Professor Pfoertsch on this outstanding academic achievement and is proud to support work that contributes meaningfully to global discourse on ethics, leadership, and sustainable business. This accomplishment reflects the University’s dedication to academic excellence, international collaboration, and thought leadership in shaping the future of responsible and innovative business education
The book is now available through SpringerLink.
Source: University of Limassol | What’s on | News (https://tinyurl.com/2r7chvkm)