Mindful Marketing: A Key Antecedent for Positive Marketing Outcomes

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Atıf İçin Kopyala

Bayraktar A.

HANDBOOK OF RESEARCH ON DEVELOPING SUSTAINABLE VALUE IN ECONOMICS, FINANCE, AND MARKETING, ss.1-15, 2015 (SSCI)

• Yayın Türü: Makale / Tam Makale
• Cilt numarası:
• Basım Tarihi: 2015
• Doi Numarası: 10.4018/978-1-4666-6635-1.ch001
• Dergi Adı: HANDBOOK OF RESEARCH ON DEVELOPING SUSTAINABLE VALUE IN ECONOMICS, FINANCE, AND MARKETING
• Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI)
• Sayfa Sayıları: ss.1-15
• Yozgat Bozok Üniversitesi Adresli: Evet

Özet

Mindful marketing, a customer-centric approach, is an increasingly significant concept in marketing literature that considers both sellers' and buyers' interests at the same time. Considering the mindfulness concept as a form of marketing approach along with its conceptualization and meaning, this chapter introduces the importance of "mindful marketing approach" for positive marketing by discussing how mindful marketing contributes to firms' social responsibility, environmental concern, and consumer and societal well-being. In other words, it discusses how mindful marketing leads to ideal marketing by helping an organization improve individual and societal well-being while at the same time helping the organization and its stakeholders enjoy profits or increased business.