Faculty Research and Publications

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Browsing Faculty Research and Publications by Author "Koku, P. S."

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    The Souls of Man: Marketing and the Welfare of Man
    (Global Islamic Marketing Conference, 2024) Koku, P. S.; Bimenyimana, P. C.; Sengabira, C. N
    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.