ABSTRACT
This chapter focuses on the economic dimensions of the Islamic world and explores how the differences between countries will influence a differentiated marketing approach. Islam being a universal religion present all over the world, the Muslim consumer is by definition a global consumer and a company can target him/her with a global offer. Islamic countries, members of the Organization of Islamic Cooperation, have a very diverse situation when it comes to economic performance. Two basic indicators are usually taken into account when it comes to measuring economic performance: overall GDP and GDP per capita. The combination of overall GDP and GDP per capita singles out Indonesia, Iran, Turkey and Saudi Arabia as the countries with the highest overall GDP and interesting GDP per capita at the same time. Since many Islamic countries are on the bottom of the GDP per capita ranking, it is evident that these countries would be among the first to be concerned by Bottom of the Pyramid marketing.
