Islamic marketing: insights from a critical perspective

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

This paper seeks to encourage a critical dialogue - it invites marketing scholars and practitioners working on various topics related to Islam and Muslim societies to adopt fresh theoretical and methodological positions that would enhance our understanding of multiple marketing and market dynamics in Muslim societies. The author suggests that the advancement of knowledge in the area of Islamic marketing requires reflexivity and self-critique. The paper highlights the constructive value of critical approach to the development of marketing theory and practice. This paper reflects the author’s personal viewpoint on the production of knowledge and improving practice in the realm of Islamic marketing.
Original languageEnglish
Title of host publicationNew Directions in Critical Marketing Studies
EditorsMark Tadajewski, Robert Cluley
PublisherSAGE Publications Ltd
Pages155-168
Number of pages14
VolumeIV
ISBN (Print)9781446273265
Publication statusPublished - Oct 2013

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Keywords

  • Islamic consumption
  • marketing
  • critical perspective
  • Islamic marketing

Cite this

Jafari, A. (2013). Islamic marketing: insights from a critical perspective. In M. Tadajewski, & R. Cluley (Eds.), New Directions in Critical Marketing Studies (Vol. IV, pp. 155-168). SAGE Publications Ltd.