Introduction

Wendy Smith, Hirochika Nakamaki, Louella Matsunaga, Tamasin Ramsay

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Abstract

This chapter delineates the context and aims of the volume as a whole.
We begin by reviewing recent literature on religion and marketing, and
the globalization of religion, and situate this within the broader context
of theories of globalization. We then proceed to suggest the insights
that may be drawn from re-examining religious organizations from the
perspectives of the disciplines of management and marketing, and consider
some of the ways in which the categories of ‘religion’ and ‘business’ may
become blurred. In this volume, these issues are explored with reference
to globalizing Asian religions, both new and established. This chapter also
gives a summary outline of the structure of the volume, and the main
points covered by the subsequent chapters.
Original languageEnglish
Title of host publicationGlobalizing Asian Religions
Subtitle of host publicationManagement and Marketing
EditorsWendy Smith, Hirochicka Nakamaki, Louella Matsunaga, Tamasin Ramsay
Place of PublicationLeiden `Netherlands
PublisherAmsterdam University Press
Chapter1
Pages17-40
Number of pages24
ISBN (Electronic)9789048531097
ISBN (Print)9789462981447
Publication statusPublished - 2018

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