Title: Towards a theory on the place of goods and services in Islamic marketing

Authors: Zakaria Boulanouar; Bronwyn P. Wood

Addresses: Department of Business Administration, Umm Al Qura University, P.O. Box 56032, Makkah, Saudi Arabia; Muslim Marketing Matters, Hamilton, Waikato, New Zealand ' Department of Business Administration, United Arab Emirates University, P.O. Box 15551, Al Ain, UAE; Muslim Marketing Matters, Hamilton, Waikato, New Zealand

Abstract: This paper seeks to advance marketing theory by introducing two consumption models, developed from the Islamic teaching, to contribute to the theory base of the new field of Islamic marketing. The paper uses the universally accepted Islamic book of guidance, The Qur'an, to construct and explain the role goods and services can occupy in the lives of all consumers. It uses translations of accepted Islamic scholars to illustrate the theory in English. Given the increasing interest in the field of Islamic marketing, and in Muslims as a consuming segment, this paper also outlines implications for consumers and for businesses, most especially in terms of promotional appeals and positioning in communication offerings.

Keywords: Islamic marketing; marketing theory; model; consumption; promotion; positioning; placement.

DOI: 10.1504/IJIMB.2018.095837

International Journal of Islamic Marketing and Branding, 2018 Vol.3 No.3, pp.175 - 182

Received: 06 Apr 2018
Accepted: 20 Jun 2018
Published online: 23 Oct 2018 *

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