Journal of Positive School Psychology http://journalppw.com 2022, Vol. 6, No. 11, 45-60 Perspectives In Peace Marketing: A Narrative Literature Review Dr Kriti Singh 1 , Dr Juhi P Pathak 2 1 Assistant Professor, Sharda School of Media Film and Entertainment, Greater Noida, Uttar Pradesh 201310 2 Assistant Professor, Sharda School of Media Film and Entertainment, Greater Noida, Uttar Pradesh 201310 1. INTRODUCTION One of the fundamental requirements of any society to achieve its optimum growth relies on peace and stability. Thus “achieving peace” becomes a primary objective of society. The concept of “peace marketing” propagates the notion of “humanity and sustainability of civilisation” and envisions creating a society free from “destructive acts like terrorism, genocide, violence, war, and crimes against mankind”. Peace marketing from the perspective of marketing is identified as a relatively new notion. Way back in 1922, George Maurice Morris in his paper “Selling international peace” illustrated the relevance of marketing peace (Nedelea & Nedelea, 2015). Today, one can observe its critical significance from individuals to corporations, as well as how peace marketing strategies are being used in conjunction with other tactics to improve and promote political, sociocultural, and individual goals to bring about peace and stability. 1.1 Objective The objective of the narrative review paper was to identify, examine, summarise, and synthesise the extant literature on peace marketing. The main research question of the paper was to analyse how the existing body of literature defines the concept of "peace marketing"? What is the importance of peace marketing? What kind of opportunities "peace marketing" can offer in social transformation? 2. METHOD 2.1 Exclusion and inclusion criteria for review: The narrative review paper only confined itself to the scholarly articles published in the journal. The database identified for locating the research papers includes Proquest, J-Store, Google Scholar, Academia.edu, Scopus, and EBSCO research database. Search terms or keywords identified are peace marketing and marketing peace. 2.2 Time period: Initially, the time period identified for choosing the paper was the last five years (2017 to 2021). However, due to the lack of data, it extended to the last 10 years (2011 to 2021). The study excluded paid journal articles. In total 13 papers were identified and examined for: themes and patterns. 3. RESULT 3.1 Graphical representation of Data: S No Authors Title Publisher Word Cloud