Jan, Muhammad Tahir and Wan, Hooi Lai
(2018)
Will Islamic marketing survive in today’s world?
Journal of New Business Ideas & Trends, 16 (2).
pp. 9-17.
ISSN 1447-9184
Abstract
Purpose – This paper discusses various challenges that marketers need to resolve in
implementing marketing practices that are consistent with the Islamic ethical framework.
Design/ methodology/ approach - This paper develops a framework that describes
three main issues/ challenges faced by Islamic Marketing in today’s world. These issues
are extracted from the literature by thoroughly studying published work on the topic both
in conventional and Islamic marketing contexts. Further, the extracted issues were then
searched and matched with some real business cases with their implications.
Findings – The three issues identified are related to ‘halal’, ‘legality’, and ‘branding’. For
successful implementation of Islamic marketing and to capture the Islamic market,
marketers will have to thoroughly address these three issues. Marketing non Islamic
products simultaneously with Islamic products is unlikely to entice Muslim consumers to
purchase such products in an Islamic market.
Practical Implications – the paper provides valuable insights into the challenging task
facing companies wishing to market their products in Muslim countries because of the
variations in the differing social, political and cultural outlook.
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