Mariam Mourad Abouyoussef <br/><br/>
Islamicization as a marketing tool :   The case of islamic banks in Egypt /  
Mariam Mourad AbouYoussef ; Supervised Wael Kortam , Ehab AbuAish , Noha Elbassiouny 
 - Cairo :   Mariam Mourad Abouyoussef ,   2011 
 - 445 Leaves ;   30cm 
<br/><br/>Thesis (Ph.D.) - German University - Faculty of Postgraduate Studies and Scientific Research - Department of Management 
<br/><br/> 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