Interfaith Marketing

Religions permeate all areas of life, including consumption. Comparative consumer research on religions shows how consumers' denominations and religiosity systematically influence their consumer behaviour. For example, the reputation of a shopping place is even more important to Buddhists than its value for money. And in religious families, it is mainly men who make important purchasing decisions. Interreligious Marketing takes these special features 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 discipline and then describe central religious studies concepts (e.g. intrinsic religiosity) and the special features of the world religions. This is followed by seven further chapters on the current state of knowledge of this discipline, which is still largely unknown in German-speaking countries: behavioural basics, strategic marketing as well as product, service, price, distribution and communication policy.