ABSTRACT
This chapter discusses the marketing strategy implications of the emerging Muslim-majority markets and provides an analysis of their key dynamics. It aims to sensitize marketers on the multiplicities and complexities of the Muslim market. Understanding Muslim consumers and marketers requires doing away with essentialist approaches that exceptionalize Muslims and reify their difference. Emerging Markets (EM) present both opportunities and challenges for marketing. Many of the EMs share histories of closed economies characterized by marketplace scarcity and poor quality products. EM brings new challenges to marketing strategy. The starting point for any marketing strategy should be conducting marketing research in the emerging markets of the Muslim-majority countries to get a sound and actionable set of insights. Segmentation constitutes the basis of marketing strategy. The complexities and diversity characterizing the emerging Muslim-majority markets suggest that as much as competition, cooperation might be a valid strategy.
