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Islamicization as a marketing tool : The case of islamic banks in Egypt / Mariam Mourad AbouYoussef ; Supervised Wael Kortam , Ehab AbuAish , Noha Elbassiouny

By: Contributor(s): Material type: TextTextLanguage: English Publication details: Cairo : Mariam Mourad Abouyoussef , 2011Description: 445 Leaves ; 30cmOnline resources: Dissertation note: Thesis (Ph.D.) - German University - Faculty of Postgraduate Studies and Scientific Research - Department of Management Summary: With the increasing importance of islamic marketing, a new phenomenon arises which is "Islamicization as a marketing tool". The core objective of the current research is to investigate this phenomenon from the consumers' perspective. The role of religion as a cultural component in shaping consumer behavior is presented. Followed by the importance of measuring religiosity to understand its impact on marketing
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Thesis (Ph.D.) - German University - Faculty of Postgraduate Studies and Scientific Research - Department of Management

With the increasing importance of islamic marketing, a new phenomenon arises which is "Islamicization as a marketing tool". The core objective of the current research is to investigate this phenomenon from the consumers' perspective. The role of religion as a cultural component in shaping consumer behavior is presented. Followed by the importance of measuring religiosity to understand its impact on marketing

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