国家追求和平与适应新常态:营销专业人士的角色?

Q4 Business, Management and Accounting South Asian Journal of Business and Management Cases Pub Date : 2021-12-31 DOI:10.24203/ajbm.v9i5.6840
D. O. Ewanlen, J. Gabriel
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引用次数: 1

摘要

和平是每一个人类社会存在所需的最理想的因素之一,由于当今世界面临的多重挑战,对和平的需求已增加了两倍。由于需要适应与商业运作密切相关的当代社会的新常态,这些挑战进一步加剧。和平社会的机会在人类的贪婪、自私倾向和自我膨胀的欲望的祭坛上被致命地牺牲了;这使得和平成为一种稀缺商品。缺乏和平与灾难性后果有关,包括商业动荡;这就是为什么个人、政府和宗教机构不断作出深思熟虑的努力来促进和平的原因。遗憾的是,这些举措的结果并不令人满意,因此需要进行范式转变。本文考察了现存文献中市场营销专业在国家追求和平中的地位。和平像每一种商品一样可以推销;因此,本文认为产品、价格、地点、促销、说教、宣传和光顾等营销组合变量在营销和平中很容易得到应用。本文的结论是,在寻求国家和平方面要求转变模式的呼声是正确的方向。更重要的是,这种转变必须包括营销专业人员加入全球和平寻求者的大军。因此,本文建议各国政府应促进促进团结的事项,发展共同的民族价值观,并部署社会营销计划。此外,企业组织应该将和平营销视为值得拥抱的事业,企业应该愿意为和平建设活动提供资金,并组建大型企业联盟,以促进和保护全球和平。
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Nations Quest for Peace and Alignment to the New Normal: Any Roles for the Marketing Profession?
Peace is one of the most desirable ingredients required for the existence of every human community, and the need for it has quadrupled as a result of the multiple challenges facing the world today. These challenges have further been exacerbated by the need to adjust to the new normal in our contemporary society which nexuses with business operations. The chances for peaceful societies have been fatally sacrificed at the altar of greed, selfish inclinations and the desires for self-aggrandizement of man; and these have made peace a scare commodity. The absence of peace has been linked with catastrophic effects, including business turbulence; which is the reason why deliberate efforts are constantly made by individuals, governments and religious institutions to foster peace. Sadly, the outcomes of these initiatives have not been much to be desired hence the need for a paradigm shift. This paper examined extant literature on the place of the marketing profession in nations’ quest for peace. Peace like every commodity can be marketed; hence the argument of this paper that the marketing mix variables of product, price, place, promotion, preach, propagate and patronize readily find application in marketing peace. This paper concluded on the note that the clamor for a paradigm shift in the quest for peace in nations is in the right direction. More so, such shift must include the involvement of marketing professionals into the army of global peace seekers. Therefore, this paper recommends that national governments should promote matters that foster unity, develop a common national value and deploy social marketing programs. Furthermore, corporate organisations should consider peace marketing as a worthy cause to embrace, and firms should be willing to finance peace building activities as well as form coalitions of mega corporations for the promotion and protection of global peace. 
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来源期刊
South Asian Journal of Business and Management Cases
South Asian Journal of Business and Management Cases Business, Management and Accounting-Management of Technology and Innovation
CiteScore
1.70
自引率
0.00%
发文量
19
期刊介绍: South Asian Journal of Business and Management Cases (SAJBMC) is a peer-reviewed, tri-annual journal of Birla Institute of Management Technology, Greater Noida (India). The journal aims to provide a space for high-quality original research or analytical cases, evidence-based case studies, comparative studies on industry sectors, products, and practical applications of management concepts. The journal likes to publish problem-solving, decisional and applied types of cases. Such cases must have linkage with theory, at least one dilemma (also known as case issue) and a protagonist around whom the case issue will revolve. Publication of pure research, applied research and field studies with empirical data do not fall under the domain of SAJBMC. Fictitious cases are not welcome.
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