I: Introduction To Interfaith Marketing 1. Interfaith Marketing: A Neglected Field of Research 2. Religion As a Subject of Social Science Research 3. Religion As a Subject of Business And Economic Research 4. Methodological Problems of Comparative Religion Research II: Religion And Religiosity 1. Main Concepts of Religious Studies 2. Old And New Religions 3. World Religions: An Overview III: Basics Of Consumer Behavior 1. Introduction 2. Religion, Religiosity, And Personality 3. Religion, Religiosity, And Consumer Behavior 4. Purchase Motives and Buyer Types 5. Purchase Decisions 6. Customer Satisfaction and Likelihood Of Complaint 7. Customer Loyalty IV: Strategic Marketing 1. Marketing Goals 2. Standardization Vs. Differentiation 3. Target Groups V: Product Policy 1. Types Of Benefits 2. Product Innovation 3. Product Design 4. Branding 5. Product Types VI: Service Policy 1. Forms And Characteristics of Services 2. Service Businesses 3. Perceived Service Quality 4. Managing Service Failures VII: Pricing Policy 1. Attitudes Toward Money and Possessions 2. Price Fairness 3. Price Consciousness 4. Willingness To Pay VIII: Distribution Policy 1. Fundamentals 2. Market Entry Barriers 3. Negotiations 4. Market Entry Strategies 5. Distribution Channels 6. Store Management 7. Shopping Place Preference IX: Communication Policy 1. Communication Goals 2. Target Groups of Communication 3. Time And Subject of Communication 4. Media Usage 5. Personal Communication 6. Advertising