Table of Contents

Handbook of Islamic Marketing

Handbook of Islamic Marketing

Elgar original reference

Edited by Özlem Sandıkcı and Gillian Rice

The Handbook of Islamic Marketing provides state-of-the-art scholarship on the intersection of Islam, consumption and marketing and lays out an agenda for future research. The topics covered by eminent contributors from around the world range from fashion and food consumption practices of Muslims to retailing, digital marketing, advertising, corporate social responsibility and nation branding in the context of Muslim marketplaces. The essays offer new insights into the relationship between morality, consumption and marketing practices and discuss the implications of politics and globalization for Islamic markets.

Chapter 1: Islamic Marketing: An Introduction and Overview

Özlem Sandikci and Gillian Rice

Subjects: business and management, international business, marketing, economics and finance, islamic economics and finance


Özlem Sandıkcı and Gillian Rice Islamic marketing is a field in emergence. In recent years, an interest in understanding Muslims as consumers and as marketers has become apparent across academic and managerial circles. Many social, cultural, political and economic developments underlie this interest: the emergence of a Muslim middle class attentive to the values of Islam and interested in modern consumption; the increasing visibility of a new class of Muslim entrepreneurs who innovatively and successfully blend religious principles and capitalist aspirations; the growth of the ummah, a supranational community of Muslim believers, connected through values and lifestyles; the increasing social, economic and political power and influence of the new Islamic social movements; and the post 9/11 forces shaping the global political economy and international relations. Given the significance of these developments, it is not difficult to predict that academic and managerial attention to understanding Muslim consumers and markets will continue to grow in the coming years. The goal of this Handbook is to provide a collection of state-of-the-art scholarship on Islamic marketing and lay out an agenda for future research. Consistent with the spirit of the Handbook – to offer an up-to-date, critical and multidisciplinary approach to the study of the intersection of Islam, consumption and marketing – the contributors come from a variety of backgrounds. Scholars from different disciplines such as marketing, anthropology, political science and art history, as well as consultants and practitioners offer a rich array of insights into Islamic marketing. The essays cover topics ranging from fashion...