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Title: Health and Sickness: A Buddhist View and Implications for Social Marketing
Authors: Choudhury, Koushiki
Keywords: Health
health care
Nichiren Buddhism
Social marketing
Issue Date: 2017
Publisher: SCOPUS
Journal of Nonprofit and Public Sector Marketing
Series/Report no.: 29(4)
Abstract: It is known that while health-care issues are highly important consumer concerns and closely tied to well?being and quality of life, the perspective on the consumer often becomes clouded amid increasingly complex processes. This paper explores how Buddhist principles can permeate the marketing strategies of health-care organizations to deliver a positive, healing influence and thoughtful and sensitive services with an ethnographic study of a Nichiren Buddhist organization. It offers a vision for health-care marketing in crafting a message for severely ill patients to find meaning in life and live as fully as possible while accepting the presence of the illness. © 2017 Taylor & Francis.
Description: Choudhury, Koushiki, Department of Marketing, Indian Institute of Management Calcutta, Kolkata, India
ISSN/ISBN - 10495142
DOI - 10.1080/10495142.2017.1326357
Appears in Collections:Marketing

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