Cross-religious Marketing
Details:
- Authors: Prof. Dr. Stefan Müller and Prof. Dr. Katja Gelbrich
- 1st Edition 2023
- De Gruyter Oldenbourg
- ISBN: 9783486851823 (eBook), 9783486591842 (Softcover)
What the book is about:
Religions permeate all areas of life, including consumption. Cross-religious consumer research shows how religious affiliation and religiosity of consumers systematically influence their consumption behavior. One example is that for Buddhists, the reputation of a retailer is even more important than its value for money. Another example is that in religious families, it is mainly men who make important purchase decisions. Cross-religious marketing takes such peculiarities into account.
The authors describe the current state of knowledge for the first time in a comprehensive and comprehensible way. First, they introduce the basic terms and approaches of this interdisciplinary research field and then describe central concepts of religious studies (e.g., intrinsic religiosity) and the special features of the world's religions.
This is followed by seven chapters on the current state of knowledge of this discipline, which is still largely unknown in German-speaking countries: behavioral foundations, strategic marketing, product, service, price, distribution, and communication policy.
Highlights:
- Current findings of cross-religious consumer research
- Comprehensive overview of marketing strategies & instruments for people of different religious affiliations and varying degrees of religiosity
- Interdisciplinary approach
- Good readability and comprehensibility
For whom the book is intended:
Libraries, lecturers and students of economics and business administration (esp. marketing, management, and international business) as well as cultural studies and religious studies (esp. economics of religion, psychology of religion, sociology of religion and comparative religion)
Link to the publishing house
Download:
https://www.degruyter.com/document/doi/10.1515/9783486851823/html
(free of charge for members and students of the Catholic University Eichstaett-Ingolstadt)