ABSTRACT
This chapter explores the challenges facing Islamic marketing and provides some insights into how it may move forward. In doing this, three areas are discussed: research contexts, research approaches, and research implications. Tournois Laurent and Aoun Isabelle identified that, from its initial exploration of business ethics frameworks, Islamic marketing has branched out to other areas such as: financial services, Islamic law and its principles, 'halal' and 'haram' practices and consumption as well as branding. Testing and approving existing marketing theories into the context of Islamic marketing is one area of exploration that can be undertaken by Islamic marketing researchers. Islamic marketing scholars need to fully engage with this with a view to making a greater contribution to areas such as social marketing as well as establishing Islamic marketing as a context that can add value to not just food and finance but every aspect of marketing.
