Resumen o Introducción
Cultural misunderstandings and the high transaction costs exerted by it, introduced a reorientation of classical marketing thinking. The evolution began and marketing developed from a classical, up to the relatively recent discipline of the intercultural variance. Muslim marketing, as a new research approach, marks the beginning of a new era and possesses the potential of completing the journey of integrating cultural aspects, started by intercultural marketing, and thus to change the past self-understanding of managerial economics lastingly towards a specialized culture science.
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- MBA, M.Ed Ahmed Abdelmoumene (Autor), 2010, The Birth of Muslim Marketing – An Evolution of Managerial Economics to a Specialized Culture Science, Múnich, GRIN Verlag, https://www.grin.com/document/199892
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