Interfaith Marketing: A Cross-Religious Approach

Details:

- Authors: Prof. Dr. Cabano, Prof. em. Dr. Stefan Müller and Prof. Dr. Katja Gelbrich
- 1st Edition, 2025
- 350 pages

How to order:

You can order the book from the publisher's website.

Content:

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? How should they adapt their strategic marketing decisions and marketing mix?

This original book will be a valuable resource for scholars of international marketing and business, consumer behavior and religious studies.

From the content:

Part I: Introduction to interfaith marketing
Part II: Religion and religiosity
Part III: Basics of consumer behavior
Part I: Strategic marketing
Part V: Product policy
Part VI: Service policy
Part VII: Pricing policy
Part VIII: Distribution policy
Part IX: Communication policy