Islamic marketing: compatibility with contemporary themes in marketing

Ezlika Ghazali, Dilip S. Mutum

Research output: Chapter in Book/Report/Conference proceedingChapter (Book)Researchpeer-review

Abstract

Purpose
This chapter discusses whether marketing can ever be Islamic given the common view of marketing functions as unsustainable and sometimes unethical, for example, how marketing promotes materialism.

Methodology/approach
This chapter reviews extant literatures in Islamic marketing, with a particular emphasis on stakeholder orientation in marketing.

Findings
We argue that Islamic marketing is indeed compatible with the concepts of ethical and sustainable marketing encompassing social, environmental as well as economic perspectives and encourages ethical behaviour.

Originality/value
This chapter highlights that discussions on Islamic marketing should include sustainable marketing and emphasises the growing importance of stakeholder orientation in marketing.
Original languageEnglish
Title of host publicationAdvances in Islamic Finance, Marketing, and Management
Subtitle of host publicationAn Asian Perspective
EditorsDilip S. Mutum, Mohammad Mohsin Butt, Mamunur Rashid
Place of PublicationBingley UK
PublisherEmerald Group Publishing Limited
Chapter9
Pages213-222
Number of pages10
Edition1st
ISBN (Electronic)9781786358981
ISBN (Print)9781786358998
DOIs
Publication statusPublished - 2017
Externally publishedYes

Keywords

  • sustainable marketing
  • ethical marketing
  • Islamic marketing
  • Halal marketing
  • marketing evolution

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