| Description |
1 online resource (351 p.) |
| Series |
Routledge Studies in Marketing Series |
|
Routledge Studies in Marketing Series
|
| Contents |
Cover -- Half Title -- Series Page -- Title Page -- Copyright Page -- Table of Contents -- Lists of Figures -- List of Tables -- Preface -- Part I: Introduction to Interfaith Marketing -- 1 Interfaith Marketing: A Neglected Field of Research -- 2 Religion as a Subject of Social Science Research -- 3 Religion as a Subject of Business and Economic Research -- 4 Methodological Problems of Comparative Religion Research -- Part II: Religion and Religiosity -- 1 Main Concepts of Religious Studies -- 2 Old and New Religions -- 3 World Religions: An Overview -- Part III: Basics of Consumer Behavior |
|
1 Introduction -- 2 Religion, Religiosity and Personality -- 3 Religion, Religiosity and Consumer Behavior -- 4 Purchase Motives and Buyer Types -- 5 Purchase Decisions -- 6 Customer Satisfaction and Likelihood of Complaint -- 7 Customer Loyalty -- Part IV: Strategic Marketing -- 1 Marketing Goals -- 2 Standardization vs. Differentiation -- 3 Target Groups -- Part V: Product Policy -- 1 Types of Benefits -- 2 Product Innovation -- 3 Product Design -- 4 Branding -- 5 Product Types -- Part VI: Service Policy -- 1 Forms and Characteristics of Services -- 2 Service Businesses |
|
3 Perceived Service Quality -- 4 Managing Service Failures -- Part VII: Pricing Policy -- 1 Attitudes toward Money and Possessions -- 2 Price Fairness -- 3 Price Consciousness -- 4 Willingness to Pay -- Part VIII: Distribution Policy -- 1 Fundamentals -- 2 Market Entry Barriers -- 3 Negotiations -- 4 Market Entry Strategies -- 5 Distribution Channels -- 6 Store Management -- 7 Shopping Place Preference -- Part IX: Communication Policy -- 1 Communication Goals -- 2 Target Groups of Communication -- 3 Time and Subject of Communication -- 4 Media Usage -- 5 Personal Communication -- 6 Advertising |
|
Notes -- Bibliography -- Index |
| Summary |
The book gives an overview of the current state of knowledge of comparative religious research, how religious affiliations affect consumer behaviour, and its significance for companies that operate across borders. This volume will be of interest to scholars of international marketing and business, consumer behaviour, and religious studies |
| Notes |
Description based upon print version of record |
| Form |
Electronic book
|
| Author |
Müller, Stefan
|
|
Gelbrich, Katja
|
| ISBN |
9781040225493 |
|
1040225497 |
|
