SUSTAINABLE MARKETING: A SPIRITUAL METAPHOR

While when the world has been recovering from the pandemic, all the economic activities across the globe are still in the process to make the pace with changing business ecosystem. In the zeal to cope with the destruction, losses, and delays in manufacturing, trading, and assembling sectors due to the pandemic, in the post-pandemic phase, the focus is on sustainability. Scientists have been working on knowing the causes of the pandemic and its aftermath effect on the world, and numerous studies have been published in this regard. Marketing is inseparable from business, manufacturing, and corporate exercises, in the post-pandemic phase, when digital transactions are dominated in all sectors, marketing is also not left behind. E-marketing and digital marketing are toast of the emerging markets, where new entrants and interns are well-equipped with their theory and practice. A piece of baggage of survival, competition, and mental & physical pressures are reportedly registered in the medical record. Business and management students need to come forward to initiate discourse and discussions based on remedies and prevention from these unforeseen health issues. With the aim to address the issues in marketing, sustainable marketing is advised for securing the planet from the ill effects of excessive usage of available resources and marketing afterward. The current paper is planned to display the light of spirituality, wisdom, and sustainability to the personnel in the process of marketing. Science, on the one hand, has given all the relief, comforts, and ease to human beings, but simultaneously the greed of humankind led to the excessive usage, exploitation, and pressure on the resources, which lead to destruction, climate change, and imbalance on the earth. Natural calamities are apparently the results of such scientific inventions. Now, it is high time to understand and use science for peace and development. In the process of development, sustainability is the key to all economic activities.

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Keywords: Post-Pandemic, Sustainable Marketing, Spirituality, Wisdom, Sustainability.


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