A Buddhist perspective on death: An ethnographic study and implications for nonprofit marketing in grief support and terminal illness

Abstract

The liminal state associated with terminal illness and death of a loved one is characterized by a marginalized experience, often accompanied by immense grief, confusion, isolation, and in cases identity crisis. There exists a range of issues that make marketing to these groups very different from marketing to non-sensitive segments. This paper adds to the literature on marketing to sensitive groups by exploring the concept of death and implications for nonprofit organizations in grief support and terminal illness, with an ethnographic study of one of the world's largest Nichiren Buddhist organizations. It shows that Buddhist concepts of death can play a compassionate role for nonprofit organizations in countering the delusory fear and hopelessness of death for families and patients coping with bereavement and imminent death.

Materialism, consumerism, and religion: A Buddhist vision for nonprofit marketing

“…Chanting Daimoku is believed to enable people to manifest the state of Buddhahood in their lives—that is, to win in life, overcome all their tribulations, and experience happiness, peace, and good fortune. According to the Lotus Sutra, just like the lotus that can bloom even in a muddy pond, all ordinary human beings even amidst the toils and sufferings of daily life can manifest their Buddha nature (Choudhury, , , , , ). The Sanskrit title of the Lotus Sutra is rendered in Japanese as Myoho‐renge‐kyo.…”

El marketing con causa como herramienta para promover comportamientos sostenibles al visitar áreas naturales protegidas como destinos turísticos

“…Estas situaciones, han llevado a una orientación del marketing hacia ciertos intereses relacionados, pero que guardan diferencias importantes de aclarar, como el green marketing (Laheri, et al, 2014;Singh et al, 2011;Chahal, et al, 2014;Peattie & Crane, 2005), el marketing social (Costa y Vila, 2015;Saunders, et al, 2014), el marketing societal (Costa & Vila 2015;van der Heyden & van der Rijt, 2004y Chattanon, et al, 2007, el macromarketing (Schultz y Peterson, 2017;Schultz y Vecino, 2007;Wymer, 2008), el marketing no lucrativo (Mottner & Ford, 2005;Cacija, 2016;Tkaczynski, 2017& Choudhury, 2017, el marketing sostenible (Kamiński, 2016;Morgan & Strong, 1998y Mitchell et al, 2010 y el marketing con causa (Varadarajan & Menon, 1988;Melero & Montaner, 2016).…”