Holistic Thinking in Marketing


Richard J. Varey seeks chapter proposals for a book to be published by Palgrave-Macmillan

Holistic Thinking in Marketing: Call for Book Chapter Contributions

Proposals/synopses are invited for an edited book on Holistic Thinking in Marketing to be published by Palgrave-Macmillan. This collection will provide an assessment of the future agenda for marketing thought in light of the various ‘turns’ in the literature in recent decades, all of which are suggestive of holistic thinking: relational, communicational, interactional, processual, service, cosmopolitan, democratic, and so on.

A cultural bifurcation over many centuries has separated mind-sets of holism and analytical reductionism – broadly an East-West divide that is now being at once emphasised and challenged in Globalisation cultures and nations. A burgeoning literature addresses systems, complexity, transdisciplinarity, integral thinking, and holistic thinking. Philosophically, Confucianism from the East and Complexity Science, Pragmatism, and Humanism from the West are manifestations of holism in opposition to analysis.

The proposed monograph will compile a cross-section of original essays with editorial commentary on the implications for the marketing field in theory and in practice. Topics may include, but not be limited to:

  • In support of analytical thought (Western civilization)
  • In support of holistic thought (Eastern civilization)
  • Pragmatism
  • Why is there a dichotomy: analytic-holistic?
  • How did the two mindsets arise?
  • What is the influence on business? (Challenges or/and opportunities?)
  • Globalisation – a meeting of minds or analytic colonisation?
  • Why think holistically? The problem of “wicked” problems
  • Is analytic thinking sustainable?
  • Social, technical, cultural, and economic consequences for marketing
  • Proposals and prospects for the future
  • Systems or holisms?
  • Holistic Marketing or holistic cognition of/for marketing? (What’s the difference?)
  • Is Holistic Marketing really holistic?
  • Can a person think both analytically and holistically?
  • Case studies
  • Holistic educational process
  • Transdisciplinarity and discipline divisions
  • Integral business

This will be a scholarly resource for educators and researchers, and is likely to appeal most to macromarketing, future-thinking, and sociological thinkers in marketing, business, and management.

Please send your chapter proposal/synopsis to Dr Richard J Varey, Professor of Marketing, The University of Waikato, New Zealand.