MINDFUL MARKETING: A STRATEGY-BASED, BRANDED APPROACH FOR ENCOURAGING ETHICAL MARKETING

Document Type

Article

Publication Date

1-1-2019

Abstract

© 2019, Copyright © 2019 Society for Marketing Advances. For decades, marketing has been associated with moral lapses—an unsettling trend that is unlikely to change, short of substantially new methods in marketing ethics education. By leveraging the power of a unique 2 × 2 matrix and branding, Mindful Marketing offers an approach for analyzing moral issues that students have found easy to learn, enjoyable to apply, and effective to use. Moreover, Mindful Marketing is a paradigm that students can readily take with them from the college classroom into their professional careers, which ultimately might precipitate the moral makeover the discipline needs. This article presents a theoretical basis for the Mindful Matrix and describes various components of the Mindful Marketing brand, including a website and blog. The authors also share the results of research that supports Mindful Marketing’s effective use with emerging marketing professionals.

Comments

Hagenbuch, D. J., & Mgrdichian, L. M. (2020). Mindful marketing: A strategy-based, branded approach for encouraging ethical marketing. Marketing Education Review, 30(1), 15–28. https://doi.org/10.1080/10528008.2019.1686993

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