Handbook of Islamic Marketing [Edited by Ozlem Sandikci and Gillian Rice]

Research output: Contribution to journalBook/Film/Article review

Abstract

This article reviews the 'Handbook of Islamic Marketing’ edited by Ozlem Sandikci and Gillian Rice. Cheltenham (UK): Edward Elgar. 2011. ISBN 978 1 84980 013 6. Within the broad context of business and management studies, there is misconception about Islam and the ‘Islamic’. For example, when, as research contexts, countries such as Indonesia, Bahrain, Turkey, Iran, Egypt, Palestine and Malaysia are attached to the overarching concept of ‘the Islamic’, it is often believed that Islam essentially unifies and exclusively rules such societies in a homogeneous manner. Handbook of Islamic Marketing tactfully questions this fallacy. The core message of the book is that there is not Islam, but ‘Islams’. As such, the book provides an excellent opportunity for the audience (both Muslims and non-Muslims) to rethink the complex relationship between religiosity, markets and marketing. I avoid the term ‘religion’ (Islam in this case) and use ‘religiosity’ deliberately because as either reported (e.g., Chapter 2) or implied in this book, it is not religion per se but religiosity that interacts with markets and marketing. Religiosity is people’s understanding of religion (Soroush, 2000), the same notion that I have elaborated elsewhere (Jafari, 2012; Jafari & Suerdem, 2012) to emphasise the discursive nature of religion. This is what an in-depth reading of the book in its entirety offers.
LanguageEnglish
Pages1506-1510
Number of pages5
JournalJournal of Marketing Management
Volume30
Issue number13-14
Early online date16 Oct 2014
DOIs
Publication statusPublished - 2014

Fingerprint

Islam
Marketing
Religiosity
Muslims
Bahrain
Egypt
Indonesia
Malaysia
Business and management studies
Turkey
Iran
Palestine

Keywords

  • Islamic marketing
  • Middle Eastern politics
  • Muslim consumers
  • Muslim branding
  • anthropology
  • sociology

Cite this

@article{79cd293d0b974e44892e8517eb6d53f7,
title = "Handbook of Islamic Marketing [Edited by Ozlem Sandikci and Gillian Rice]",
abstract = "This article reviews the 'Handbook of Islamic Marketing’ edited by Ozlem Sandikci and Gillian Rice. Cheltenham (UK): Edward Elgar. 2011. ISBN 978 1 84980 013 6. Within the broad context of business and management studies, there is misconception about Islam and the ‘Islamic’. For example, when, as research contexts, countries such as Indonesia, Bahrain, Turkey, Iran, Egypt, Palestine and Malaysia are attached to the overarching concept of ‘the Islamic’, it is often believed that Islam essentially unifies and exclusively rules such societies in a homogeneous manner. Handbook of Islamic Marketing tactfully questions this fallacy. The core message of the book is that there is not Islam, but ‘Islams’. As such, the book provides an excellent opportunity for the audience (both Muslims and non-Muslims) to rethink the complex relationship between religiosity, markets and marketing. I avoid the term ‘religion’ (Islam in this case) and use ‘religiosity’ deliberately because as either reported (e.g., Chapter 2) or implied in this book, it is not religion per se but religiosity that interacts with markets and marketing. Religiosity is people’s understanding of religion (Soroush, 2000), the same notion that I have elaborated elsewhere (Jafari, 2012; Jafari & Suerdem, 2012) to emphasise the discursive nature of religion. This is what an in-depth reading of the book in its entirety offers.",
keywords = "Islamic marketing, Middle Eastern politics, Muslim consumers, Muslim branding, anthropology, sociology",
author = "Aliakbar Jafari",
year = "2014",
doi = "10.1080/0267257X.2014.946272",
language = "English",
volume = "30",
pages = "1506--1510",
journal = "Journal of Marketing Management",
issn = "0267-257X",
number = "13-14",

}

Handbook of Islamic Marketing [Edited by Ozlem Sandikci and Gillian Rice]. / Jafari, Aliakbar.

In: Journal of Marketing Management, Vol. 30, No. 13-14, 2014, p. 1506-1510.

Research output: Contribution to journalBook/Film/Article review

TY - JOUR

T1 - Handbook of Islamic Marketing [Edited by Ozlem Sandikci and Gillian Rice]

AU - Jafari, Aliakbar

PY - 2014

Y1 - 2014

N2 - This article reviews the 'Handbook of Islamic Marketing’ edited by Ozlem Sandikci and Gillian Rice. Cheltenham (UK): Edward Elgar. 2011. ISBN 978 1 84980 013 6. Within the broad context of business and management studies, there is misconception about Islam and the ‘Islamic’. For example, when, as research contexts, countries such as Indonesia, Bahrain, Turkey, Iran, Egypt, Palestine and Malaysia are attached to the overarching concept of ‘the Islamic’, it is often believed that Islam essentially unifies and exclusively rules such societies in a homogeneous manner. Handbook of Islamic Marketing tactfully questions this fallacy. The core message of the book is that there is not Islam, but ‘Islams’. As such, the book provides an excellent opportunity for the audience (both Muslims and non-Muslims) to rethink the complex relationship between religiosity, markets and marketing. I avoid the term ‘religion’ (Islam in this case) and use ‘religiosity’ deliberately because as either reported (e.g., Chapter 2) or implied in this book, it is not religion per se but religiosity that interacts with markets and marketing. Religiosity is people’s understanding of religion (Soroush, 2000), the same notion that I have elaborated elsewhere (Jafari, 2012; Jafari & Suerdem, 2012) to emphasise the discursive nature of religion. This is what an in-depth reading of the book in its entirety offers.

AB - This article reviews the 'Handbook of Islamic Marketing’ edited by Ozlem Sandikci and Gillian Rice. Cheltenham (UK): Edward Elgar. 2011. ISBN 978 1 84980 013 6. Within the broad context of business and management studies, there is misconception about Islam and the ‘Islamic’. For example, when, as research contexts, countries such as Indonesia, Bahrain, Turkey, Iran, Egypt, Palestine and Malaysia are attached to the overarching concept of ‘the Islamic’, it is often believed that Islam essentially unifies and exclusively rules such societies in a homogeneous manner. Handbook of Islamic Marketing tactfully questions this fallacy. The core message of the book is that there is not Islam, but ‘Islams’. As such, the book provides an excellent opportunity for the audience (both Muslims and non-Muslims) to rethink the complex relationship between religiosity, markets and marketing. I avoid the term ‘religion’ (Islam in this case) and use ‘religiosity’ deliberately because as either reported (e.g., Chapter 2) or implied in this book, it is not religion per se but religiosity that interacts with markets and marketing. Religiosity is people’s understanding of religion (Soroush, 2000), the same notion that I have elaborated elsewhere (Jafari, 2012; Jafari & Suerdem, 2012) to emphasise the discursive nature of religion. This is what an in-depth reading of the book in its entirety offers.

KW - Islamic marketing

KW - Middle Eastern politics

KW - Muslim consumers

KW - Muslim branding

KW - anthropology

KW - sociology

U2 - 10.1080/0267257X.2014.946272

DO - 10.1080/0267257X.2014.946272

M3 - Book/Film/Article review

VL - 30

SP - 1506

EP - 1510

JO - Journal of Marketing Management

T2 - Journal of Marketing Management

JF - Journal of Marketing Management

SN - 0267-257X

IS - 13-14

ER -