Title: Islamic marketing and branding: thinking outside the box

Authors: Aisha Wood Boulanouar

Addresses: Department of Marketing, College of Economics and Political Science, Sultan Qaboos University, P.O. Box 20 Al Khodh 123, Oman

Abstract: Islamic marketing is a field which represents an opportunity to expand and improve the marketing specialisation and to reformulate and restructure business paradigms overall. Taking another look at the organic formulation of views and viewpoints in business means that research areas and alternative frameworks can be explored for the benefit of all market stakeholders. Looking at the market from an Islamic perspective offers a chance to think differently about markets and market frameworks, and allows improvements and corrections to be made to current market imperfections and inequities. This short piece discusses a few points important in conducting business from an Islamic perspective, and highlights some opportunities for future studies.

Keywords: Islamic marketing; value maximisation; Muslim consumers; halal; ethics; Islamic branding.

DOI: 10.1504/IJIMB.2015.071807

International Journal of Islamic Marketing and Branding, 2015 Vol.1 No.2, pp.123 - 130

Received: 27 Apr 2015
Accepted: 28 Apr 2015
Published online: 18 Sep 2015 *

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