DHAMMOLOGY-MARKETING: USE OF BUDDHIST DHAMMA IN MARKETING MANAGEMENT

Abstract

Mahachulalongkornrajavidyalaya University’s philosophy; “Education Management for Buddhism Integration with Modern Science, Enhancing Mind and Society,” has led the students to apply their expertise relentlessly and create new integration work. However, there has not been tangible integration work between Buddhism and Marketing theories in order to create academic innovation or new Marketing theories. Some Buddhism principles are related to marketing theory, for example; Carita 6, Ayatana 6 and Sapurisa-dhamma 7. These are some example of Buddhist dhamma that can be used in some marketing principles’ explanation. This integration is not about using a marketing tool to promoting Buddhism. It is about using Buddhism to explain fundamental marketing principles and concepts. This integration is referred to as Dhammology, according to the Ven. Phra Dharmakosajarn, Dr. Dhammology was described as the act of bringing Buddhism to explain modern science. Modern science will be the core idea with Buddhism being supportive factors to complete the moral aspect of that particular sciences. The integration work of these Marketing principles and Buddhist Dhamma will be referred to as “Dhammology-Marketing.” This new academic innovation will be useful as a new option to the marketing work. It is also a great way to promote Buddhism to the younger generation in the way that answers their need better. Further, this can be a new way to exchange the academic understanding in Buddhism to the western world through the marketing professionals. An example of this integration is the Sappurisa-dhamma Marketing Plan Canvas.