Koku, P. S.Bimenyimana, P. C.Sengabira, C. N1/18/20252025-02-121/18/20252025-02-1220242025Koku, P. S., Bimenyimana, P. C. M., & Sengabira, C. N. (2024). The Souls of Man: Marketing and the Welfare of Man. In Global Islamic Marketing Conference (pp. 45-63). Singapore: Springer Nature Singapore.https://repository.iou.edu.gm/handle/123456789/129This 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.enConference paper