The research paper aims to know the true meaning of spirituality and tries to find the effect of a spiritual factor on marketing strategies of all corporates in the world.

1. Mr. Shivam Bhardwaj
PHD Scholar (Management)
Shri Vaishnav Vidyapeeth University, Indore
Mail id: bhardwajshivam2012@gmail.com
Mob: 8109571248
A REVIEW ON SPIRITUAL MARKETING

2. INTRODUCTION
"Market means the needs of the people, and the need of the
people is happiness, peace, beauty." (Roy, 2001:18)
•Consumer awareness has been rising continuously
•Marketing has shifted from product centered to customer
relationship. Now a new level of marketing is rising.
•New terms such as green marketing, social marketing, Sustainable
development, Well being are talk of the town these days.

3. •Now aim of marketing is not just to earn
profit but to work for well being and
upliftment of the society.This
phenomenon is called spiritual marketing
•The research paper aims to know the true
meaning of spirituality and tries to find the
effect of a spiritual factor on marketing
strategies of all corporates in the world.

4. Objectives
This article has 3 broad objectives:
(1)To review the literature on spiritual marketing.
(2) To discuss the linkages among spirituality and marketing
(3) To explore the relevance of spirituality in business

5. Research Method
The exploratory research method is used for gathering
relevant data from the specified documents and compiling
databases in order to analyze the material and arrive at a more
complete understanding.
This research paper is based on the Secondary database. Data
is collected from various research journals, websites and books.

6. Literature review
1.Spirituality revolves around the key constructs of meaning and
interconnectedness and should, therefore, form a natural field of
inquiry for marketing scholars and those interested in marketing
(Kale 2004).
2.J. Walker Smith(2003) - Interest in spirituality will continue to
grow. Baby boomers are aging into the life stage where people
focus less on material things and more on non-material
satisfactions like family, community, and spirituality. New
promises, new benefits, and new services will be needed to
satisfy a more spiritually inclined customer.

7. Preparing the
Presentation
Prof. Dr. K. C. Patrick Low in his paper "Buddhism and
marketing" the paper argues marketing (business and strategies)
should not be dichotomized or treated separately from an ethical
posture and attitude that includes sustainable development,
ecology, spiritual values, and social wellbeing.
Myers' (1990) writes that spirituality is, "a continuous search
for meaning and purpose in life; an exploration for depth of life,
the universe, and energy which operate; a personal belief
system".
(Kale, 2006) agrees to the fact that spirituality is now profitable
and growing phenomena. He explores that spirituality influences
customers s buying behavior and needs to be considered
because it helps in knowing the buying patterns and consumer

8. Rindfleish, (2005) notices that both producer and customer
gain through the exchange of goods with spiritual utility.
Whereas (Kale, 2006) shows that there very less studies
available on the scope of marketing through spirituality.
(Van der Veer et al) [2]-[8] have discussed the emergence of
new age spirituality in the neo-capitalistic environment and
spread of spiritual marketing.

9. What is spirituality?
Spirituality is concerned with what is holistic and involves a search
for meaning, is connected to ‘thriving', and asks for a self-reflective
existence as opposed to an unexamined life.
If you cultivate your body, mind, intellect, emotions, and energies
to a definite level of maturity, something new blossoms inside you
– that is called spirituality.
We have reached to the point where everything which is required
for living comfortable life has been achieved and now the world is
becoming restless as after getting everything a man wants peace
and joy which he is unable to achieve with the help of material
things.

10. If we see in a broad term,
spirituality is concerned with
lifestyle and work that
encapsulates the vision for
human excellence. It means
living your life to its fullest
potential

11. Spirituality in marketing
"instead of treating people simply as consumers, marketers
approach them as whole human beings with minds, hearts,
and spirits“
This latest evolution in marketing can be called spiritual
marketing as the consumers today are not only want to fulfill
their needs but they want to make this world a better place
to live.
Now consumers choose the company which is not only
satisfying the physical needs but also working for the social,
economic and environmental justice.

12. How it is different
Product-oriented
marketing
Consumer-oriented marketing Spiritual marketing
Goals making a profit by
selling more
Customer satisfaction &
Retention
Making the world a better
place
cause/factor Industrialization technology & education Awareness & spirituality
consumers mass consumption,
physiological needs
smart/aware consumer human's with
mind,heart and spirit
Concept Production quality and relations Value and compassion
marketing
guidelines
product specification Segmentation,targeting,positioni
ng
Corporate mission,vision
& values
guiding
values
Functional functional & emotional functional,emotional &
spiritual
Customer
relation
transactional mutual relations collaboration

13. Spiritual marketing in Indian Context
1."Vasudhaiva Kutumbakam"- Globalization
2. "Satyameva Jayate" - truthful marketing
3."Dharmo Rakshati Rakshitaha" – Marketers should protect
Dharma means anyone which exists in that region so that it will
Protect them also.
4. "Sarve bhavantu Sukhinah, Sarve santu niramayaha" -
give the delightful satisfaction, then there is no need to market
because the product will market automatically.

14. 5."Asato Ma Sadgamaya, Tamaso Ma Jyotirgamaya,
Mrityorma Amritamgamaya" - Indian companies are taking
social responsibility, involving in all the activities which upheld
the society.
The laws given in Indian scriptures are applicable to each and
every aspect of life including marketing.

15. Findings
1. Marketing and spirituality have always been interconnected
but the spiritual factor has been either ignored or given less
importance.
2.The marketing concept is now going through a paradigm shift
from holistic marketing, towards spiritual marketing.
3.Both the customer needs and perceptions are going through a
transformation and this transformation is going to make the
world a better place to live.
4.Spirituality believes in a synergistic coexistence where the
feeling of improving the quality of everyone's life is the priority.

16. 5. Spirituality is a confusing term and often people relate it to
religion. Religion and spirituality have many things in
common but spirituality is a broad term which means to
understand the meaning of life and make humanity to
flourish and thrive.
6. According to spirituality everything on this planet is
interconnected to each other and nothing can flourish in
this world on cost of others. And hence it relates to
marketing also.

17. Conclusion
1. Marketing is going through a phase of transition where the
humanistic or spiritual approach to fulfill the marketing goals is
gaining momentum. The relationship-based approach is
getting transformed into a wider humanistic and spiritual
approach.
2. The interconnectedness between marketing and ethics can be
seen in recent trends of marketing.
3. Time has indeed come for researchers of spirituality and
religion to find the reality of present marketing environment
with its technological, economic, and social changes

18. The scope of further research
1. Study can be done on various firms adopting spirituality in
marketing.
2. Perception of consumers and society about spirituality in
marketing can also be studied further.
3. Analytical research can be done on changing marketing
environment and awareness of people.
4. Study on the recent success of various companies who have
adopted humanistic and spiritual method can also be an area of
study.
5. Rising demand for spiritual products like yoga, meditation, life
management,tai chi,feng shui, spiritual instruments etc. can be
interesting to explore.

19. References
1. Makkar, Shikha and Joshi, Vaishali,(2016) Marketing of Products Sold by
Spiritual
Organizations:AnAnalysis.SSRN: https://ssrn.com/abstract=2985331 or http://dx.do
i.org/10.2139/ssrn.2985331
2. Basci Emre (2015), 4P s and 1C of New Age Spirituality: A Holistic Marketing‟
Review. International Journal of Social Science and Humanity, Vol. 5, No. 5, May
2015
3. Friedman, Hershey H. and Friedman, Linda Weiser,(2014) Why Spirituality
Belongs in the
BusinessCurriculum.SSRN: https://ssrn.com/abstract=2408224 or http://dx.doi.org/
10.2139/ssrn.2408224
4. Vinod Kumara, A. J. (2014). Marketing through spirituality: A case of Patanjali
Yogpeeth. Procedia - Social and Behavioral Sciences, vol 133, 481 – 490.
5. Low, K.C.P. (2013) ‘Buddhism and marketing: The blue sky is the cover of the
coffin…’, Educational Research (ISSN: 2141-5161) , Vol. 4(8) p. 618-626.
6. Mercer, J. A. (2006). Capitalizing on children’s spirituality: parental anxiety,
children as consumers, and the marketing of spirituality. International Journal of
Children's Spirituality, 11:1, 23-33.

20. 7. Sudhir Kale. (2006). Consumer Spirituality and Marketing. Asia-Pacific
Advances in Consumer Research Volume 7, 108-110.
8. Rindfleish, J. (2005). Consuming the Self: New Age Spirituality as “Social
Product” in Consumer Society. Consumption, Markets and Culture, Vol. 8,
No. 4, 343-360.
9. Kale, Sudhir (2004).Spirituality, Religion & Globalisation.Journal of
macromarketing. Vol.24, No.2.92-107
Websites
1. https://www.allaboutspirituality.org
2. https://isha.sadhguru.org
3. https://adage.com/article/cmo.../selfless-marketing-leveraging-spirituality..
Bibliography
1. Sheldrake, Philip (nov.2012), Spirituality-A very short
introduction.Oxford university press
2. Kotlar, Philip, Kartajaya, Hermawan & Setiawan, Iwan,(2010)Marketing
3.0-from products to customers to the human spirit, John wiley & sons Inc.

21. Questions?