Handbook of Islamic Marketing

Edited by Özlem Sandıkcı, Assistant Professor of Marketing, Bilkent University, Turkey and Gillian Rice, Professor Emerita, Thunderbird School of Global Management, US

This is an especially timely publication, given the current metamorphosis of politics in the Middle East and North Africa. Ozlem Sandikci and Gillian Rice are to be congratulated for having sensed the need for a Handbook that will alert marketers to the vast market opportunities offered by Muslim consumers. It is essential to become attuned to the values and principles of Islamic cultures that will drive consumption, product and service choices, brand preference, and brand loyalty in coming years. The scholars who have contributed to this Handbook come from many different backgrounds to offer a kaleidoscope of research and recommendations on how best to serve this previously overlooked segment of consumers who make up a quarter of world markets.' --Lyn S. Amine, Saint Louis University'This ambitious and timely collection will be enormously valuable to readers in the practice and study of the growing field of Muslim marketing and branding. Essays range expertly across key sectors (notably finance, food, and fashion) and territories (of Muslim majority and minority population). Contributors elaborate the diversity of Muslim experiences, beliefs, and practices that must be taken into account by marketing professionals seeking to exploit this newly recognised market. Academic authors provide helpful postscripts for marketers, making clear the links between their nuanced historicised understanding of contemporary transnational, global, and local forms of Muslim identity and practice. This book provides an essential guide to those who study and those who participate in the Muslim branding and marketing.' - --Reina Lewis, London College of Fashion, UKThis ambitious and timely collection will be enormously valuable to readers in the practice and study of the growing field of Muslim marketing and branding. Essays range expertly across key sectors (notably finance, food, and fashion) and territories (of Muslim majority and minority population). Contributors elaborate the diversity of Muslim experiences, beliefs, and practices that must be taken into account by marketing professionals seeking to exploit this newly recognised market. Academic authors provide helpful postscripts for marketers, making clear the links between their nuanced historicised understanding of contemporary transnational, global, and local forms of Muslim identity and practice. This book provides an essential guide to those who study and those who participate in the Muslim branding and marketing. --Reina Lewis, London College of Fashion, UK

• Contents:1. Islamic Marketing: An Introduction and OverviewÖzlem Sandıkcı and Gillian Rice PART I: MORALITY AND THE MARKETPLACE 2. Islamic Ethics and MarketingAbbas J. Ali3. Fatwa Rulings in Islam: A Malaysian Perspective on their Role in Muslim Consumer BehaviourNazlida Muhamad4. Investment, Fashion and Markets in the Muslim WorldAlexandru BalasescuPART II: MUSLIM CONSUMPTIONSCAPES5. Gender and Privacy in Arab Gulf States: Implications for Consumption and MarketingRussell Belk and Rana Sobh6. Being Fashionable in Today’s Tunisia: What About Cultural Identity?Fatma Smaoui and Ghofrane Ghariani7. Consumer Acculturation in Situ: The Continuing Legacy of French Colonization in North AfricaElizabeth C. Hirschman and Mourad Touzani8. Lifestyles of Islamic Consumers in TurkeyYonca Aslanbay, Özlem Hesapçı Sanaktekin and Bekir Ağırdır9. The Impact of Islam on Food Shopping and Consumption Patterns of Muslim HouseholdsHayiel Hino10. Understanding Preference Formation of Functional Food Among Malaysian MuslimsSiti Hasnah Hassan PART III: MARKETING PRACTICES 11. Market-orientation and Islamic Business Practices in MalaysiaRaja Nerina Raja Yusof, André M. Everett and Malcolm H. Cone12. An International Marketing Strategy Perspective on Islamic MarketingSonja Prokopec and Mazen Kurdy13. Islamic Banking: The Convergence of Religion, Economic Self-interest and MarketingKenneth Beng Yap14. Market Segmentation and Buying Behaviour in the Islamic Financial Services IndustryRusnah Muhamad, T.C. Melewar and Sharifah Faridah Syed Alwi15. Customer-based Brand Equity of Islamic Banks in Bahrain: An Empirical InvestigationOmneya Mokhtar Yacout and Mohamed Farid ElSahn16. Islam and Corporate Social Responsibility in the Arab World: Reporting and DiscourseCameron Thibos and Kate Gillespie17. Exploring Marketing Strategies for Islamic Spiritual TourismFarooq Haq and Ho Yin Wong18. A Digital Media Approach to Islamic MarketingMohamed El-Fatatry, Stephen Lee, Tariq Khan and Vili Lehdonvirta PART IV: GLOBALIZATION, POLITICS AND RESISTANCE 19. Serving God through the Market: The Emergence of Muslim Consumptionscapes and Islamic ResistanceSultan Tepe20. The Arab Consumer Boycott of American Products: Motives and IntentionsMaya F. Farah21. Moments of Departure, Moments of Arrival: How Marketers Negotiate Transnationalism in Muslim MarketsChae Ho Lee and Jennifer D. Chandler22. Cultural Diplomacy and the United Arab Emirates: The Emergence of a Sovereign Wealth Fund Nation on the International Art World StageRula Al-Abdulrazak and Derrick Chong PART V: THE FUTURE 23. The Future of Islamic Branding and Marketing: A Managerial PerspectivePaul Temporal24. Islam, Consumption and Marketing: Going Beyond the Essentialist ApproachesÖzlem Sandıkcı and Güliz Ger Index