Toward a Comprehensive Understanding of Islamic Marketing: Concept, Evolution and Implications

Abstract

The main purpose of this paper is to try to develop a comprehensive definition of Islamic marketing. It aims to create an ample understanding which would help marketers recognize the value of Islamic marketing. The paper begins by introducing the various concepts and definitions of Islamic marketing by various scholars. Then, the paper discusses the growing interest in Islamic marketing by highlighting the psychographics of Islamic populations, growth of Islamic populations, and the religiosity of Muslim consumers. The paper also discusses the opportunities and challenges of marketing to Islamic populations. Finally conclusions and recommendations are proposed regarding Islamic marketing that highlight the future of Islamic marketing and prospects for research on Islamic marketing