Handbook of Islamic Marketing
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Handbook of Islamic Marketing

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.
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Chapter 21: Moments of Departure, Moments of Arrival: How Marketers Negotiate Transnationalism in Muslim Markets

Chae Ho Lee and Jennifer D. Chandler


Chae Ho Lee and Jennifer D. Chandler If [we] were to look at culture, the first thing that we would think of is people: the communication of people together . . . culture is a social creation. (Franklin, Lebanon) . . . you have to keep in mind that you are probably talking to people from 30, 40 different countries. I won’t say it makes it difficult to create advertising, actually it makes it simpler. We have to find the common denominator. (Raj, India) The purpose of this chapter is to make salient how marketers negotiate transnationalism in a Muslim market. Specifically, we explore how marketers act as guardians of continuity when they negotiate transnationalism through an evolving dialectic that encompasses notions of the global and the local (Hannerz, 1996; Wilk, 1995). We focus on marketers in the city and emirate of Dubai, in the nation of the United Arab Emirates. Dubai was chosen as an example of a progressive Muslim market that has experienced phenomenal economic and social growth (Pacione, 2005). Part of this growth has stimulated increased national, ethnic, religious, and social diversity. We refer to this diversity as transnationalism because many Dubai residents affiliate with more than one nation. Transnational individuals (that is, transnationals) who live and work in Dubai may maintain strong ties with the nation of their birth, the nation within which they currently live, or the nation where their families currently reside. Their lives take them back and forth among multiple markets, forcing them to travel space, place and time...

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