Marketing and Islam: Religion analysis as a new variable microsegmentation in Spain
Keywords:
Identity, Islam, Halal, microsegmentation cultural, “glocal” perspective
Abstract
Marketing is no longer planning on a national or international level, but “glocal”, firstly as overall strategy initially but, inevitably, with local adaptations. This implies micro segment strategies and raise new analysis variables. If Culture had been considered channelling consumption now Religion, specifically Islam, is becoming an opportunity to study. This work is the first approach in the search for features that Muslim identity in relation to Marketing and Halal consumption.Downloads
Download data is not yet available.
Article download
Crossmark
Published
2014-05-05
How to Cite
Sánchez González P. (2014). Marketing and Islam: Religion analysis as a new variable microsegmentation in Spain. Historia y Comunicación Social, 19, 117-127. https://doi.org/10.5209/rev_HICS.2014.v19.45113
Issue
Section
Articles
License
In order to support the global exchange of knowledge, the journal Historia y Comunicación Social is allowing unrestricted access to its content as from its publication in this electronic edition, and as such it is an open-access journal. The originals published in this journal are the property of the Complutense University of Madrid and any reproduction thereof in full or in part must cite the source. All content is distributed under a Creative Commons Attribution 4.0 use and distribution licence (CC BY 4.0). This circumstance must be expressly stated in these terms where necessary. You can view the summary and the complete legal text of the licence.
