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Author: Shikha Makkar
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
Spirituality has been studied and discussed in management and other disciplines. In the recent years, the significance of spirituality cannot be ignored in marketing of products as consumer's belief influences his buying behavior. Today's new age spiritual consumer seeks more than mere physical satisfaction of his needs. He seeks to “transform” his life by consuming products that promise well being of his soul and answers questions related to seeking higher meaning of life. The term spirituality here refers to the new age spirituality without referring to any religious contexts. Ranging from spiritual books, aromatherapy candles, to ayurvedic self care products spirituality sells like hot cakes in the market. Spirituality through marketing is a wide area of research. However, this paper delves into the study the products by sold by spiritual organisations. A survey was conducted among female youth in Delhi to study whether spiritual beliefs of consumers and loyalty towards these spiritual organisations affects the buying pattern or not. Findings of the research are concluded along with directions for scope for further research.
Author: Shikha Makkar
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
Spirituality has been studied and discussed in management and other disciplines. In the recent years, the significance of spirituality cannot be ignored in marketing of products as consumer's belief influences his buying behavior. Today's new age spiritual consumer seeks more than mere physical satisfaction of his needs. He seeks to “transform” his life by consuming products that promise well being of his soul and answers questions related to seeking higher meaning of life. The term spirituality here refers to the new age spirituality without referring to any religious contexts. Ranging from spiritual books, aromatherapy candles, to ayurvedic self care products spirituality sells like hot cakes in the market. Spirituality through marketing is a wide area of research. However, this paper delves into the study the products by sold by spiritual organisations. A survey was conducted among female youth in Delhi to study whether spiritual beliefs of consumers and loyalty towards these spiritual organisations affects the buying pattern or not. Findings of the research are concluded along with directions for scope for further research.
Author: Mara Einstein
Publisher: Routledge
ISBN: 1134130104
Category : Business & Economics
Languages : en
Pages : 256
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Book Description
Through a series of fascinating case studies of faith brands, marketing insider Mara Einstein has produced a lively account of the book in the commercialization of religion.
Author: Diego Rinallo
Publisher: Routledge
ISBN: 0415889111
Category : Business & Economics
Languages : en
Pages : 298
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Book Description
This book sheds light on the consumption of spiritual products, services, experiences, and places through state-of-the-art studies by leading and emerging scholars in interpretive consumer research, marketing, sociology, anthropology, cultural, and religious studies. The collection brings together fresh views and scholarship on a cultural tension that is at the centre of the lives of countless individuals living in postmodern societies: the relationship between the material and the spiritual, the sacred and the profane. The book examines how a variety of agents - religious institutions, spiritual leaders, marketers and consumers - interact and co-create spiritual meanings in a post-disenchanted society that has been defined as a 'supermarket of the soul.' Consumption and Spirituality examines not only religious organizations, but also brands and marketers and the way they infuse their products, services and experiences with spiritual meanings that flow freely in the circuit of culture and can be appropriated by consumers even without purchase acts. From a consumer perspective, the book investigates how spiritual beliefs, practices, and experiences are now embedded into a global consumer culture. Rather than condemning consumption, the chapters in this book highlight consumers' agency and the creative processes through which authentic spiritual meanings are co-created from a variety of sources, local and global, and sacred and profane alike.
Author: Jean-Claude Usunier
Publisher: Routledge
ISBN: 1317067096
Category : Religion
Languages : en
Pages : 277
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Book Description
During the twentieth century, religion has gone on the market place. Churches and religious groups are forced to 'sell god' in order to be attractive to 'religious consumers'. More and more, religions are seen as 'brands' that have to be recognizable to their members and the general public. What does this do to religion? How do religious groups and believers react? What is the consequence for society as a whole? This book brings together some of the best international specialists from marketing, sociology and economics in order to answer these and similar questions. The interdisciplinary book treats new developments in three fields that have hitherto evolved rather independently: the commoditization of religion, the link between religion and consumer behavior, and the economics of religion. By combining and cross-fertilizing these three fields, the book shows just what happens when religions become brands.
Author: R. Andrew Chesnut
Publisher: Oxford University Press
ISBN: 0190289856
Category : Religion
Languages : en
Pages : 200
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Book Description
For over four centuries the Catholic Church enjoyed a religious monopoly in Latin America in which potential rivals were repressed or outlawed. Latin Americans were born Catholic and the only real choice they had was whether to actively practice the faith. Taking advantage of the legal disestablishment of the Catholic Church between the late 1800s and the early 1900s, Pentecostals almost single-handedly built a new pluralist religious economy. By the 1950s, many Latin Americans were free to choose from among the hundreds of available religious "products," a dizzying array of religious options that range from the African-Brazilian religion of Umbanda to the New Age group known as the Vegetable Union. R. Andrew Chesnut shows how the development of religious pluralism over the past half-century has radically transformed the "spiritual economy" of Latin America. In order to thrive in this new religious economy, says Chesnut, Latin American spiritual "firms" must develop an attractive product and know how to market it to popular consumers. Three religious groups, he demonstrates, have proven to be the most skilled competitors in the new unregulated religious economy. Protestant Pentecostalism, the Catholic Charismatic Renewal, and African diaspora religions such as Brazilian Candomble and Haitian Vodou have emerged as the most profitable religious producers. Chesnut explores the general effects of a free market, such as introduction of consumer taste and product specialization, and shows how they have played out in the Latin American context. He notes, for example, that women make up the majority of the religious consumer market, and explores how the three groups have developed to satisfy women's tastes and preferences. Moving beyond the Pentecostal boom and the rise and fall of liberation theology, Chesnut provides a fascinating portrait of the Latin American religious landscape.
Author: Robert A. Giacalone
Publisher: M.E. Sharpe
ISBN: 9780765608444
Category : Business & Economics
Languages : en
Pages : 582
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Book Description
A comprehensive, research-based, interdisciplinary, and action-oriented approach to spirituality in organizational life. It defines workplace spirituality as all aspects of the workplace that promote individual feelings of satisfaction through a sense of connection to a larger force.
Author: Donna A. Heckler
Publisher: Our Sunday Visitor
ISBN: 1681924013
Category : Religion
Languages : en
Pages : 130
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Book Description
Marketing God is a crash course unlike any you’ve had before, meant for Catholic parishes, dioceses, religious orders, Catholic organizations, start-ups, apostolates, and anyone who is passionate about their Christian faith and looking for ways to share it effectively. Donna A. Heckler, a global marketing executive who has served a variety of multibillion-dollar organizations with names you know, offers her winning strategies and critical corporate marketing insights to faith-based organizations to help them build their brands and craft messages that are relevant, meaningful, and true. This primer on effective marketing and communication in the context of faith includes: Forty identified corporate strategies that are most critical to faith-based organizations A no-nonsense approach to marketing, branding, and positioning your parish or organization Simple strategies you can start using today Scripture references that help illustrate the strategies A handy glossary of marketing terms for the non-marketer You will learn (and quickly) that marketing is not a bad word for Catholics — or for any Christians. It's a concept, complete with a series of tactics, that can be employed to help further the Kingdom.
Author: Mara Einstein
Publisher: Taylor & Francis
ISBN: 1003837719
Category : Business & Economics
Languages : en
Pages : 332
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Book Description
There’s religion in my marketing! There’s marketing in my religion! Selling the Sacred explores the religio-cultural and media implications of a two-sided phenomenon: marketing religion as a product and marketing products as religion. What do various forms of religion/marketing collaboration look like in the twenty-first century, and what does this tell us about American culture and society? Social and technological changes rapidly and continuously reframe religious and marketing landscapes. Crossfit is a “cult.” Televangelists use psychographics and data marketing. QAnon is a religion and big business. These are some of the examples highlighted in this collection, which engages themes related to capitalist narratives, issues related to gender and race, and the intersection of religion, politics, and marketing, among other key issues. The innovative contributors examine the phenomenon of selling the sacred, providing a better understanding of how marketing tactics, married with religious content, influence our thinking and everyday lives. These scholars bring to light how political, economic, and ideological agendas infuse the construction and presentation of the “sacred,” via more traditional religious institutions or consumer-product marketing. By examining religion and marketing broadly, this book offers engaging tools to recognize and unpack what gets sold as “sacred,” what’s at stake, and the consequences. A go-to resource for those working in marketing studies, religious studies, and media studies, Selling the Sacred is also a must-read for religious and marketing professionals.
Author: Jeremy R. Carrette
Publisher: Psychology Press
ISBN: 0415302080
Category : Capitalism
Languages : en
Pages : 210
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Book Description
Selling Spirituality shows how spirituality today functions as a powerful commodity in the global marketplace, promising to soothe away the ills of modern life whilst functioning as a silent form of economic, cultural and political restraint.
Author: Uta Ihrke-Buchroth
Publisher: LIT Verlag Münster
ISBN: 3643905564
Category : History
Languages : en
Pages : 230
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Book Description
This book investigates the religious and social background of members of neo-pentecostal mega-churches in Lima, Peru. From a sociological perspective, it examines the social factors of religious mobility of neo-pentecostals to and between these churches. The book's findings address the question of whether religious mobility of neo-pentecostals serves as a springboard for upward social mobility. (Series: Beitrage zur Missionswissenschaft und Interkulturellen Theologie - Vol. 31) [Subject: Sociology, Religious Studies, Christianity, Pentecostalism, Latin America Studies]
