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DHARMA MARKETING : DHARMA MARKETINGThis new concept aims to reach the deepest level of the human psyche, finding in the oriental example of enterprising spirit - which has a strong resource to spiritual values - the path to a new internal proximity Marketing. For the Buddhists, Dharma is that which guides the mind. Dharma Marketing wishes to set the conditions for the necessary spiritual changes to occur, aiming to reach a sustainable proximity of all stakeholders. The best way to do it is assuring the organisations understand that, in order for this change to happen, they need to follow the example of the oriental management, where the enterprising spirit has an ascetic dimension, which has been stated for centuries, mostly recurring to spiritual values. Reality can be understood as what each individual perceives it to be. For the marketers, this is one of the most important axioms, since marketing isn't a battle of products and services, but a battle of perceptions. Therefore, the most effective Marketing is that which reaches the consumer's mind more deeply.In Dharma Marketing, your goal is to satisfy needs at a psychological level - subconscious -, so you act on the level of the psychological conflict which takes place before human will, focusing on what is previous to human will, i.e., on what precedes need and motivation. The importance of such a desired intervention regards the fact that this happens at the deepest level of the human psyche, making Dharma Marketing an essential tool for the correct relational characterisation and for the proximity amongst players. Attitude, a crucial aspect in organisational competence, does not depend on a set of rules exclusively, there being instead a large number of subconscious impulses which are constantly interfering with rational decisions. It is therefore necessary to act upon the spirituality, as a response to the behavioural variations arising from the mentioned conflict. This search for spirituality in organisational matters also aims to improve the transcendental principle, assuming that, for the organisations, this principle constitutes a non-spontaneous differential to be conquered and developed through the improvement of the holistic dimension.
DHARMA MARKETING
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