What Can Marketing Say About Stray Dogs?

Abstract Although research on environmental and social issues in marketing literature has risen significantly in recent years, marketing literature stayed silent on the problem of stray animals. This study reviews previous findings in traditional, social, and nonprofit marketing to create insights that can be beneficial regarding the problem of stray dogs. It aims to illustrate the potential contribution of marketing in managing dog populations. How stray dogs and society may benefit from marketing practices is discussed using measures suggested by the World Organization for Animal Health. After discussing each proposed measure separately, findings were organized using the DOGS framework (demarketing, orientation, gamification, sensations). This study is an open letter to nonprofit and voluntary organizations that serve stray dogs who may benefit from advanced marketing techniques. It also calls on global marketers to break their silence on stray dogs and other animals.