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International Journal of Science, Strategic Management and Technology

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ISSN: 3108-1762 (Online)
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MARKETING DECISION MAKING MODELS IN VEDIC AND PURANIC LITERATURE AND THEIR MANAGERIAL IMPLICATIONS

AUTHORS:
Smita Kaushik
Mentor
Affiliation
Faculty of Management Studies,Jagannath University, Jaipur
CC BY 4.0 License:
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Abstract

This paper explores how Vedic principles and Puranic strategic insights can be integrated to form a holistic framework for modern marketing decision-making. Drawing exclusively from secondary sources, the study examines foundational Vedic concepts such as Dharma, Karma, and Rta, along with Puranic narratives that illustrate governance, persuasion, communication, and strategic behavior. The review reveals strong conceptual parallels between ancient Indian knowledge systems and contemporary marketing models, particularly in areas of ethical branding, stakeholder trust, value-based communication, and long-term customer relationship management. The proposed Integrated Marketing Wisdom Model demonstrates how ancient philosophical teachings can enrich rational, consumer-centric, and data-driven marketing decisions with ethical grounding and sustainability. The findings highlight that Indian Knowledge Systems offer enduring strategic value, presenting a culturally rooted and ethically robust perspective for marketing managers seeking responsible and sustainable business practices. This study contributes to the growing field of Indian management thought by linking classical wisdom with contemporary marketing challenges and opportunities.

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Kaushik, S. (2026). Marketing Decision Making Models in Vedic and Puranic Literature and their Managerial Implications. International Journal of Science, Strategic Management and Technology, 02(03). https://doi.org/10.55041/ijsmt.v2i3.389

Kaushik, Smita. "Marketing Decision Making Models in Vedic and Puranic Literature and their Managerial Implications." International Journal of Science, Strategic Management and Technology, vol. 02, no. 03, 2026, pp. . doi:https://doi.org/10.55041/ijsmt.v2i3.389.

Kaushik, Smita. "Marketing Decision Making Models in Vedic and Puranic Literature and their Managerial Implications." International Journal of Science, Strategic Management and Technology 02, no. 03 (2026). https://doi.org/https://doi.org/10.55041/ijsmt.v2i3.389.

References
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This article has undergone plagiarism screening and double-blind peer review. Editorial policies have been followed. Authors retain copyright under CC BY-NC 4.0 license. The research complies with ethical standards and institutional guidelines.
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