This paper shares some reflections and research, informed by faith and Biblical principles, to cast a fresh vision for ways that marketing can be reconciliatory instead of adversarial, and God-honoring instead of self-glorifying. It then concludes with a case study of how one colleague responded to the call for Christian educators to work and do business for the common good, ultimately contributing to human flourishing by providing services benefiting not only the institution but also a marginalized community.
Bowen, Mauvalyn, "A Reconciliatory Approach to Marketing: A Case of the Marginalized" (2022). Business Faculty Publications. 7.