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- ISSN: 2010-3646 (Online)
- Abbreviated Title: Int. J. Social. Scienc. Humanit.
- Frequency: Bimonthly
- DOI: 10.18178/IJSSH
- Editor-in-Chief: Prof. Paul Sudnik
- Executive Editor: Ms. Yoyo Y. Zhou
- Abstracting/ Indexing: Google Scholar, Index Copernicus, Crossref, Electronic Journals Library
- E-mail: ijssh.editorial.office@gmail.com
Home> Archive> 2015> Volume 5 Number 5 (May 2015)
IJSSH 2015 Vol.5(5): 446-449 ISSN: 2010-3646
DOI: 10.7763/IJSSH.2015.V5.497
DOI: 10.7763/IJSSH.2015.V5.497
4P's and 1C of New Age Spirituality: A Holistic Marketing Review
Emre Basci
Abstract—The transformation of consumers’ inner worlds
through social and political factors has caused a new type of
market to emerge, naturally attracting the attention of
marketers over the past years. Motivated by neoliberal
economic policies of our time, companies conceive spirituality
as a wonder product that is sellable with high profits. In this
study, the under-researched concept of contemporary
spirituality, which is also called new age spirituality, is reviewed
from marketing perspective. The literature research conducted
on the subject, in result, draws clear boundaries of the
marketing mix for new age spirituality and portrays who the
spiritual consumer is. The typical spiritual consumer is
appeared to be middle to high age, affluent, high-educated
female who is seeking the Truth without belonging to any
institutional religion.
Index Terms—Contemporary spirituality, marketing, new age spirituality, spirituality.
Emre Basci is with the Anadolu University of Eskisehir, Turkey (e-mail: emrebasci@gmail.com).
Index Terms—Contemporary spirituality, marketing, new age spirituality, spirituality.
Emre Basci is with the Anadolu University of Eskisehir, Turkey (e-mail: emrebasci@gmail.com).
Cite: Emre Basci, " 4P's and 1C of New Age Spirituality: A Holistic Marketing Review," International Journal of Social Science and Humanity vol. 5, no. 5, pp. 446-449, 2015.