ABSTRACT

The Principles of Islamic Marketing fills a gap in international business literature covering the aspects and values of Islamic business thought. It provides a framework and practical perspectives for understanding and implementing the Islamic marketing code of conduct. It is not a religious book. The Islamic Economic System is a business model adopted by nearly one quarter of the world’s population. Baker Alserhan identifies the features of the Islamic structure of International Marketing practices and ethics. Adherence to such ethical practices elevates the standards of behaviour of traders and consumers alike and creates a value-loaded framework for meaningful cooperation between international marketers and their Muslim markets. His book provides a complete guide for an organization when managing its entire marketing function or when customising part of its offering to suit Muslim customers. It addresses the challenges facing marketers involved in business activities with and within Islamic communities, the knowledge needs of academic institutions, and the interest of multinationals keen on tapping the huge Islamic markets. Along the way, Baker Alserhan provides insights into key elements such as, distribution channels, retailing practices, branding, positioning, and pricing; all within the Muslim legal and cultural norms. This second edition brings the book up to date and features a number of new case studies and two additional chapters on Maqasid Al Shariah and the Islamic economy, and a strategic perspective on Islamic marketing and branding.

chapter I|68 pages

Understanding Islamic Marketing

chapter Chapter 2|27 pages

Islamic Business Ideals

chapter Chapter 3|26 pages

The Islamic Market (Souq)

chapter II|63 pages

The Islamic Marketing Mix

chapter Chapter 4|16 pages

The Islamic Product (Taiyyibat)

chapter Chapter 5|12 pages

Islamic Pricing Practices

chapter Chapter 6|20 pages

Islamic Promotions and Promoting to Muslims

chapter Chapter 7|13 pages

Islamic Logistics (Halal Logistics)

chapter III|100 pages

Issues in Islamic Marketing

chapter Chapter 8|25 pages

Muslim Consumer Behaviour

chapter Chapter 9|19 pages

Islamic Branding: Concepts and Background 1

chapter Chapter 10|14 pages

Islamic Branding: Brands as Good Deeds 1

chapter Chapter 11|22 pages

Islamic Hospitality

chapter Chapter 12|16 pages

Islamic Marketing and Branding: A Strategic Perspective