Résumé ou Introduction
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.
- Citation du texte
- MBA, M.Ed Ahmed Abdelmoumene (Auteur), 2010, The Birth of Muslim Marketing – An Evolution of Managerial Economics to a Specialized Culture Science, Munich, GRIN Verlag, https://www.grin.com/document/199892
Textes similaires
Devenir un auteur
✕
Extrait de
8
pages
Commentaires