Dhammology of Marketing: The Buddhist Integration to Marketing Work

Authors

  • Janjaree Thanma Buddhist Psychology Department, Faculty of Humanities, Mahachulalongkornrajavidyalaya University
  • Kamalas Phoowachanathipong Buddhist Psychology Department, Faculty of Humanities, Mahachulalongkornrajavidyalaya University

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.

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Published

2018-05-29

How to Cite

Thanma, J., & Phoowachanathipong, K. (2018). Dhammology of Marketing: The Buddhist Integration to Marketing Work. RMUTL Journal of Business Administration and Liberal Arts, 6(1), 1–10. Retrieved from https://so05.tci-thaijo.org/index.php/balajhss/article/view/125979

Issue

Vol. 6 No. 1 (2018): ปีที่ 6 ฉบับที่ 1 เดือนมกราคม - มิถุนายน 2561

Section

Research article

License

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