chapter  27
12 Pages

Islamic perspectives on risk and insurance marketing

ByJonathan A. J. Wilson, Zuriah Abdul Rahman

This chapter sets out to achieve two key aims: to present the philosophical and critical perspectives underpinning the marketing of Islamic insurance products and services and to provide the foundation and basis for recommending appropriate stepwise marketing practices. A fi nal point of reference is that it is assumed within this chapter that the insurance products in question have been created already and so discussions focus on branding, marketing communications, consumer behaviour and service delivery of these products. Product issues surrounding the design and Sharia’ compliance (codes and laws derived from Islam) fall outside of the scope of this chapter, but are covered in Chapter 26 .