Author(s): Arvind Mallik
Over the last few years, the topic of spirituality has inspired scores of studies in management and related disciplines. Marketing scholars, it seems, have shied away from discussing spirituality in conducting business for far too long. Spirituality has become the most favored service provided by the spiritual gurus apart from the national boundaries and religion. It is our conscience that enables us to differentiate between good or bad, right or wrong, guided by our internal motives, impulses, feelings and emotions nurtured by beliefs, values and other several factors. Marketing is an ever-evolving field and marketers on how to adopt the higher-level consciousness strategies according to the changing behaviours of the consumer due to various factors. The present paper examines the importance of spirituality in Marketing and an attempt is identified few marketing strategies adopted by spiritual marketers and organizations