The Marketing Mix Used by Yoga In Daily Life in Global and Local Contexts

Result code in IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14210%2F13%3A00068972" target="_blank" >RIV/00216224:14210/13:00068972 - isvavai.cz</a>

Result on the web

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DOI - Digital Object Identifier

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Result language

angličtina

Original language name

The Marketing Mix Used by Yoga In Daily Life in Global and Local Contexts

Original language description

This paper describes the local and global features of the marketing mix used by the organisation Yoga in Daily Life. In the introduction, I discuss the definition of new religious movements. However, analysis of the product, place, price and the communication style of Yoga in Daily Life is at the heart of the study. The spiritual nature of the product and the resulting unique features of the marketing mix of the group are given special attention. The study concludes that Yoga in Daily Life strives to present its clients with a complex product which targets the global spiritual marketplace while minimizing local differences. With this goal in mind, the organization adjusts other components of the marketing mix so that they all exhibit exemplary consistency.

Czech name

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Czech description

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Type

D - Article in proceedings

CEP classification

AA - Philosophy and religion

OECD FORD branch

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Project

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Continuities

V - Vyzkumna aktivita podporovana z jinych verejnych zdroju

Publication year

2013

Confidentiality

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection

Proceedings in Scientific Conference Scie-Conf 2013

ISBN

9788055407265

ISSN

1339-3561

e-ISSN

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Number of pages

5

Pages from-to

73-77

Publisher name

EDIS - Publishing Institution of the University of Zilina

Place of publication

Žilina

Event location

Žilina

Event date

Jun 10, 2013

Type of event by nationality

WRD - Celosvětová akce

UT code for WoS article

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