Dhammology of Marketing: The Buddhist Integration to Marketing Work

Abstract

This academic article aims to explore integration possibility between Buddhism and Marketing theories in order to create new academic innovation within the marketing work area. Dhammology of Marketing refers to the Buddhism integration in marketing work, when marketing is used as a core idea with Buddhism being supportive contents. The key marketing theories that can be explained through Buddhism based these theories are Target market definition with Carita 6 (intrinsic nature of a person) and Marketing plan development with Sappurisa-dhamma (7 virtues of a good man). This new integration method is now titled as Dhammology-Marketing.