The Dark Side of Marketing: Technology, Consumer Autonomy and Recuperative Marketing

By: Pawan Kumar and Hamid Jahankhani and Sumesh Singh Dadwal and Sanjay Modi and Arsalan Mujahid Ghouri

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Synopsis: This book offers a profound exploration into how technology-enabled marketing strategies often undermine personal freedom, undertake unethical, non-permissible marketing and manipulate consumer behaviour. It looks at what remedial actions can be taken to have sustainable, ethical and recuperative marketing. Taking an interdisciplinary approach, this book delves into the history, psychology, theories, and models of modern marketing practices, revealing the often hidden, coercive strategies that erode individual autonomy, and will provide guidance for new models for suitable and recuperative marketing. The authors draw on extensive research and real-world examples from advanced and developing countries and critically examine the technological, legal and ethical implications of these marketing practices. It proposes pathways to more respectful, empowering, democratic, sustainable, and recuperative marketing models and approaches.