Marketplace Dignity: Transforming How We Engage with Customers Across Their Journey Paperback – Import, 4 June 2024

I teach marketing, and the ethics of persuasion and sales is a topic that my students raise frequently. I believe free and open markets are a force for good in the world and benefit people in all kinds of ways. But... we've all been on the receiving end of marketing practices. We know what it feels like to have been exploited in a market context. Markets sometimes facilitate and justify some truly awful behavior.I sometimes get challenged on whether what I teach and research constitutes manipulation—tricking people into buying things they otherwise wouldn’t. I typically respond by pointing out that communication without persuasion or influence is essentially impossible, that there important differences between persuasion and coercion, that safeguarding freedom of choice provides important marketplace safeguards…. But if I’m honest, my rote response provides me with less comfort than it used to. The ethics of marketing, and the morality of the behavioral sciences, are things I increasingly think about a lot.Marketplace Dignity is a thoughtful, helpful book on the subject. Rather than prescribing a set of ethical rules to be followed, or prohibiting a set of harmful practices, this book center human dignity as a guiding principle for making moral and ethical choices in the marketplace. It is an approach that is both flexible and broad, but also practical and approachable.The book is a quick and accessible read, with lots of new ways of thinking about this very old, very relevant problem. Highly recommended for anyone looking for a guide in doing their work in ways they can feel better about!

Looking at our customers with Dignity is a new way of evaluating how to go to market. During new Product Launch, we often focus on what is missing in the market place and then measure the best way to create and introduce it. Purchase Intent, and after use consumptions are often the top metrics in all innovations. The book is introducing “Dignity” and respect for the customer from the beginning of the innovation process through launch and on the shelf. The step by step recommendations continue to illustrate how to keep the customer loyal post consumption. A truly great book that offers practical and actionable advice.

Great book!This book offers an incredibly insightful and timely perspective on dignity, a value that is often overlooked in today's competitive world. Through analysis and real-world examples, the author reminds us that dignity isn't just an abstract ideal but a fundamental principle. I personally really liked the dignity framework of the book and will start applying it immediately in my day to day business decisions.The book offers actionable insights that are easy to implement yet transformative. Anyone in a leadership position, or aspiring to be, will find this book very helpful in reshaping their approach.Highly recommended!