MINDFUL MARKETING: A STRATEGY-BASED, BRANDED APPROACH FOR ENCOURAGING ETHICAL MARKETING. Issue 1 (2nd January 2020)

• Record Type: Journal Article
• Authors: Hagenbuch, David J.; Mgrdichian, Laureen M.
• Is Part Of: Marketing education review. Volume 30:Issue 1(2020)
• Page Start: 15
• Page End: 28
• Publication Date: 2020-01-02
• Subjects: Marketing -- Study and teaching -- United States -- Periodicals; 658.8007
• DOI: 10.1080/10528008.2019.1686993
• Languages: English
• ISSNs: 1052-8008

Abstract

Abstract : 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.