Interfaith Marketing: A Cross-Religious Approach

di Frank G. Cabano (Autore)

Stefan Müller (Autore)

Katja Gelbrich (Autore)

Taylor & Francis Ltd, 2024

Religious affiliation and religiosity of consumers can give rise to a differentiation of marketing strategy and marketing mix. They influence the values, habits and attitudes of consumers as well as their decision-making and consumption behavior. This book presents a comprehensive overview of the current state of knowledge of comparative religious research. The authors discuss the basic concepts and approaches of this interdisciplinary field. They describe central concepts of religious studies (e.g. intrinsic vs. extrinsic religiosity) and the various world religions. Then, they analyze how religiosity and religious affiliation influence consumer behavior, and what consequences this has for companies that operate across borders. How can or should they take into account the religious characteristics of their target groups? This original book will be a valuable resource for scholars of international marketing and business, consumer behavior and religious studies.

• Autore: Frank G. Cabano, Stefan Müller, Katja Gelbrich
• Editore: Taylor & Francis Ltd
• Collana: Routledge Studies in Marketing
• Anno: 2024
• Rilegatura: Hardback
• Pagine: 330 p.
• Dimensioni: 234 x 156 mm
• Peso: 810 gr.
• EAN: 9781032827476

Testo in English