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Published in:
2015 | OriginalPaper | Chapter
Does Marketing Management and Education Need a Delicate Balance Between Evolutionary and Spiritual Leadership to Provide Added Value?
Author : John Jackson
Published in: Creating and Delivering Value in Marketing
Publisher: Springer International Publishing
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The paper argues that management’s (as opposed to individual’s) aiming for ‘total spirituality’ in the provision of value or anything else that is worthwhile, is as unwise as it is unlikely. There is a reason why we have divine, tribal and animal law, and any well-intentioned moves towards greater marketing value will be more successful if mindful of this delicate balance. The paper outlines the main areas where each of these creates and delivers value in marketing. Marketing can provide the leadership that delivers both values in terms of evolutionary processes as well as the values that come with marketers adopting the role of servant leaders and trustees.