Abstract
While a few articles published in the Journal of Macromarketing have connected religion and marketing (see, for example, Dixon 2001; Friedman 2001), the theme deserves much further exploration. In the wake of the Religion and Marketing panel discussion at the 39th Macromarketing Conference in London, it is perhaps time to do so.
Macromarketing addresses the interplay of markets, marketing, and society (Dixon 2002; Layton 2007; Shultz 2007; Wilkie 2006). Previously authors have examined marketing systems, market competition, marketing efficiencies and inefficiencies in allocating resources, socioeconomic development, market transition, ethics and distributive justice, marketing history, globalization,,consumer vulnerability, environmental degradation/renewal/sustainability, consumer and societal well-being, and quality of life. This special issue of the Journal of Macromarketing will reflect upon the intersection of religion and marketing from a macromarketing perspective.
How one chooses to interpret the religious domain will be left to the author. It can be conceived in terms of the classical religions, such as Judaism, Christianity, and Islam; Hinduism, Buddhism, and Sikhism; and Confucianism, Taoism, and Shinto. Much already has been written in this area (see, for example, Loy and Watts 1998; Shirazi 2010).
It can also be considered from the perspective of indigenous spiritual traditions—the ways and beliefs of groups including, but not limited to, Africans, the Ainu, Arctic peoples, Australian Aborigines, Maori, and Native Americans. The Western secular tradition can also be considered a religious tradition. Indeed, neoliberal economics also may be considered a religious belief system and, to the extent that it is, marketers, related as they are to economists, play a supporting role. As Protestant theologian Jay McDaniel began a 1997 paper, In our time the dominant religion of the planet is “economism.” Its god is endless economic growth, its priests are economists, its missionaries are advertisers, and its church is the mall. In this religion, virtue is called “competition” and sin is called “inefficiency.” Salvation comes through shopping alone.
A substantial literature interprets and presents economics as a religion (see Benton 1990; Cox 1999; Foltz 2007; Loy 1997; Nelson 1991, 1993, 2001, 2004).
Empirical, conceptual, and theoretical contributions are invited on (but are not limited to) the following topics: Religious ethics and distributive justice Economic development (e.g. Pentecostalism in South America and Africa) Sustainability (e.g. dominionism v. stewardship) Quality of life The intersection of religion, marketing, and terrorism, The long history of the intersection of religion and marketing.
Manuscripts must be received no later than February 28, 2015. The special issue will be published in September 2016.
Submit completed manuscripts to the Journal’s manuscript submission site, http://mc.manuscriptcentral.com/jmk and indicate that your paper is intended for this special issue. Manuscript guidelines are available at http://jmk.sagepub.com/. Early expressions of interest and inquiries can be directed to the special issue editor: Raymond Benton, Jr., (