The Souls of Man: Marketing and the Welfare of Man

P. Sergius Koku (), Pierre Celestin Mubarak Bimenyimana and Charmant Ndereyimana Sengabira
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P. Sergius Koku: Florida Atlantic University and Fulbrighter, University of Rwanda
Pierre Celestin Mubarak Bimenyimana: University of Rwanda
Charmant Ndereyimana Sengabira: University of Rwanda

A chapter in Contemporary Business Research in the Islamic World, 2024, pp 45-63 from Springer

Abstract: Abstract This study uses narrative theory to examine how a subject’s (men and women) reflection upon welfare on life in this world and life after death, without any proselytization, converts from Catholicism, which was a religion of his birth, to Islamism which is a religion of his choice. While narrative principle, in of itself, does not generate theories, it does bring meaning to some consumers’ life. Using it to analyze a subject’s story does not only generate insight, but it demonstrates how logic and facts can be given a new metaphor for personal relevance.

Keywords: Souls of man; Marketing; Catholicism; Islamism; Narrative theory (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-981-97-5400-7_4

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DOI: 10.1007/978-981-97-5400-7_4

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