Islamic Marketing and Branding

Theory and Practice

T C Melewar editor S F Syed Alwi editor

Format:Hardback

Publisher:Taylor & Francis Ltd

Published:7th Dec '17

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Islamic Marketing and Branding cover

Islamic Marketing and Branding: Theory and Practice provides a concise mix of theory, primary research findings and practice that will engender confidence in both students and practitioners alike by means of the case study included in each chapter.

Through three main parts (Branding and Corporate Marketing; Religion, Consumption and Culture; and Strategic Global Orientation), this book provides readers, from areas across the spectrum covering marketing, organisational studies, psychology, sociology and communication and strategy, with theoretical and managerial perspectives on Islamic marketing and branding. In particular, it addresses:

  • Insights into branding and corporate marketing in the Islamic context.

  • An introduction to Islamic consumption and culture, rules and regulations in brands and consumption in Islamic markets.

  • An identification of how the strategic global orientation of the Islamic approach is practised and how it works in different Islamic countries such as emerging countries. Readers are introduced to a variety of business and management approaches which, once applied to their business strategies, will increase their chances of successful implementation.

Addressing both theoretical and practical insights, this book is essential reading for marketing and branding scholars and students, as well as CEOs, brand managers and consultants with an interest in this area.

‘Marketing and branding halal products and services is a huge and rapidly growing part of the world economy. Here is a guide to basic practices, new opportunities, and theoretical considerations about the role of material culture in the 21st century Islamic world and the everyday lives of Muslims as well as non-Muslims. An excellent starting point to understand the intersection of marketing and Islam.’ — Russell Belk, Chair in Marketing, Schulich School of Business, York University, Canada

‘This is a book by the gurus of Islamic marketing and branding. Its in-depth background analysis, illustrative case studies and examples, and diversity of topics discussed make it a unique addition to this emerging field in the area of social sciences. It is thought-provoking for those in the academic world while for businesses, it is the DIY guide for successfully engaging Muslim consumers.‘ — Baker Ahmad Alserhan, President, International Islamic Marketing Association. Editor-in-chief, International Journal of Islamic Marketing and Branding, Doha, Qatar

‘An insightful and in-depth view of how Islam impacts on consumer behavior, marketing strategies, distribution, branding, and advertising. Case studies add an applied perspective to a book which is rich in conceptual insights about religion and marketing practices. Avoiding stereotypes and prejudices, written by insiders, well-informed and objective, Islamic Marketing and Branding offers a unique approach to a yet largely misunderstood province of marketing knowledge’ — Jean-Claude Usunier, Emeritus Professor, University of Lausanne, Switzerland

‘In the world of tomorrow, the power of Islamic markets and brands will be of utmost economic, political, and social importance. This is a first-rate collection of articles on just that theme. Highly recommended.’ — Jörg Stolz, Professor of Sociology & Religion, University of Lausanne, Switzer

ISBN: 9781472440969

Dimensions: unknown

Weight: 566g

246 pages