The Religious Dimension in Marketing Development: Challenges in the Reconstruction of Responsible Business Concepts

Khoirul Umam, Fajar Kurniadi, Hendro Prasetyono, Ai Annisaa Utami, Wiriadi Sutrisno, Tjipto Djuhartono, Siska Maya, Siswi Wulandari, Dhian Tyas Untari

2018

Abstract

The concept of conventional marketing today has shifted to the marketing concept of the spiritual which is indicated by the emergence of companies that apply the concept of honesty, trustworthy, intelligent and communicative in developing its business. Conventional marketing is actually translating the business into the activities of profit-oriented, make consumers and customers, to bring the conduct of business that is exploitative irrational and manipulative. So, in the end, the activities of conventional marketing are often absurd and bring a negative impact, not only to stakeholders but to the overall environment. On the other hand, the high public awareness of the company's products is related to health and well-being and safety both for themselves and to the environment, making the community and users become more critical and logical in determining the purchase decision and using the product. This is a challenge for the existence of the long-term business of the company. So the manifestation of business and modern marketing today is not enough to just rely on customer satisfaction, quality, competitive price, strategic location. This paper explains the concept of marketing the spiritual dimension of religious who taught that whatever we do must produce added value, not only for yourself but also for others and the environment around. Based on that, then aspects should be the runway in the marketing activities of the spiritual from the four pillars of marketing (product, price, promotion, place) should be able to produce added value based on the value of the God's across the board. These papers are made with the method of the study literature descriptive, qualitative.

Paper Citation

in Harvard Style

Umam K., Kurniadi F., Prasetyono H., Utami A., Sutrisno W., Djuhartono T., Maya S., Wulandari S. and Untari D. (2018). The Religious Dimension in Marketing Development: Challenges in the Reconstruction of Responsible Business Concepts. In Proceedings of the 3rd International Conference of Computer, Environment, Agriculture, Social Science, Health Science, Engineering and Technology - Volume 1: ICEST, ISBN 978-989-758-496-1, pages 523-528. DOI: 10.5220/0010045905230528

in Bibtex Style

@conference{icest18,
author={Khoirul Umam and Fajar Kurniadi and Hendro Prasetyono and Ai Annisaa Utami and Wiriadi Sutrisno and Tjipto Djuhartono and Siska Maya and Siswi Wulandari and Dhian Tyas Untari},
title={The Religious Dimension in Marketing Development: Challenges in the Reconstruction of Responsible Business Concepts},
booktitle={Proceedings of the 3rd International Conference of Computer, Environment, Agriculture, Social Science, Health Science, Engineering and Technology - Volume 1: ICEST,},
year={2018},
pages={523-528},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010045905230528},
isbn={978-989-758-496-1},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 3rd International Conference of Computer, Environment, Agriculture, Social Science, Health Science, Engineering and Technology - Volume 1: ICEST,
TI - The Religious Dimension in Marketing Development: Challenges in the Reconstruction of Responsible Business Concepts
SN - 978-989-758-496-1
AU - Umam K.
AU - Kurniadi F.
AU - Prasetyono H.
AU - Utami A.
AU - Sutrisno W.
AU - Djuhartono T.
AU - Maya S.
AU - Wulandari S.
AU - Untari D.
PY - 2018
SP - 523
EP - 528
DO - 10.5220/0010045905230528