Harnessing the Power of Ancient Scriptures in Marketing 4.0

Author

Amita Nigam

Abstract

 Purpose- The marketing landscape has seen a noticeable shift from conventional methods to digital platforms in recent years. Thus, this research aims to analyze modern marketing papers to make sure that our ancient knowledge systems, represented by an unbroken tradition of knowledge transmission and offering a distinct perspective (Bhāratiya Drishti), are used to address the present and future challenges facing India. The world's primary goal is to learn from our past and integrate Indian knowledge systems. The present study investigates the relevance and practical applications of the Arthashastra of Kautilya, a historic work of Indian literature from the fourth century B.C., in Marketing 4.0 contexts.

Design/Methodology/Approach- Approach employed for examining and interpreting Arthashastra's ideas, methods, and suggestions made in many verses to assess the relevance of Arthashastra in Marketing 4.0, the methodology used is called Hermeneutics. In social science, it is one of the qualitative research approaches.

Findings- The application of Kautilya's “six measures of foreign policy” to contemporary digital marketing not only underscores the timelessness of Kautilya's insights but also provides a unique lens through which modern businesses can craft effective online strategies.

Originality/Value- Kautilya's six policies approach not only offers a unique perspective on business strategy, but also encourages a more thoughtful, ethical, and comprehensive approach to Marketing 4.0

Keywords

Digital Marketing Strategy, Marketing 4.0 Kautilya’s Arthashastra, Hermeneutics, Indian Knowledge System, Ancient Scriptures

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Notes

Note 1. Kautilya journeyed from Taxila to Patalipura (currently Patna, Bihar), the capital of Nanda Empire. Kautilya took a vow to destroy Nanda Empire as a result of an insult by Dhana Nanda.

Note 2. Takshashilla, latter known as Taxila is currently situated in Rawalpindi, Pakistan is one of the oldest universities in the world

Note 3. Details available at http://en.wikipedia.org/wiki/Hermeneutics

 

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