出版社：Servicio de Publicaciones de la Universidad Complutense
摘要：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.
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