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The Souls of Man: Marketing and the Welfare of Man

In: Contemporary Business Research in the Islamic World

Author

Listed:
  • P. Sergius Koku

    (Florida Atlantic University and Fulbrighter, University of Rwanda)

  • Pierre Celestin Mubarak Bimenyimana

    (University of Rwanda)

  • Charmant Ndereyimana Sengabira

    (University of Rwanda)

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.

Suggested Citation

  • P. Sergius Koku & Pierre Celestin Mubarak Bimenyimana & Charmant Ndereyimana Sengabira, 2024. "The Souls of Man: Marketing and the Welfare of Man," Springer Proceedings in Business and Economics, in: John Fraedrich & Marina Pirtskalava & Tornike Khoshtaria & Hasan Terzi & Mehmet Bayirli & Baker Al S (ed.), Contemporary Business Research in the Islamic World, pages 45-63, Springer.
    • Handle: RePEc:spr:prbchp:978-981-97-5400-7_4
    DOI: 10.1007/978-981-97-5400-7_4
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