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Interreligiöses Marketing
Paperback
Series: de Gruyter Studium
Publisher Price: $50.99
ISBN13: 9783486591842
Publisher: de Gruyter Oldenbourg
Published: Jun 19 2023
Pages: 380
Weight: 1.34
Height: 0.79 Width: 6.69 Depth: 9.61
Language: German
Religionen durchdringen alle Lebensbereiche, auch den Konsum. Die religionsvergleichende Konsumentenforschung zeigt, wie Konfession und Religiosität von Verbrauchern deren Konsumverhalten systematisch beeinflusst. So ist Buddhisten der Ruf einer Einkaufsstätte noch wichtiger als deren Preiswürdigkeit. Und in religiösen Familien treffen hauptsächlich Männer wichtige Kaufentscheidungen. Interreligiöses Marketing trägt derartigen Besonderheiten Rechnung.
Es folgen sieben weitere Kapitel zum aktuellen Erkenntnisstand dieser im deutschsprachigen Raum noch weitgehend unbekannten Disziplin: Verhaltensgrundlagen, Strategisches Marketing sowie Produkt-, Dienstleistungs-, Preis-, Distributions- und Kommunikationspolitik.
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