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Islamic Marketing: Compatibility with Contemporary Themes in Marketing

Ezlika Ghazali

Dilip S. Mutum

Advances in Islamic Finance, Marketing, and Management

ISBN: 978-1-78635-899-8, eISBN: 978-1-78635-898-1

Publication date: 19 December 2016

Abstract

Purpose

This chapter discusses whether marketing can ever be Islamic given the common view of marketing functions as unsustainable and sometimes unethical, for example, how marketing promotes materialism.

Methodology/approach

This chapter reviews extant literatures in Islamic marketing, with a particular emphasis on stakeholder orientation in marketing.

Findings

We argue that Islamic marketing is indeed compatible with the concepts of ethical and sustainable marketing encompassing social, environmental as well as economic perspectives and encourages ethical behaviour.

Originality/value

This chapter highlights that discussions on Islamic marketing should include sustainable marketing and emphasises the growing importance of stakeholder orientation in marketing.

Keywords

Citation

Ghazali, E. and Mutum, D.S. (2016), "Islamic Marketing: Compatibility with Contemporary Themes in Marketing", Mutum, D.S., Butt, M.M. and Rashid, M. (Ed.) Advances in Islamic Finance, Marketing, and Management, Emerald Group Publishing Limited, Leeds, pp. 213-222. https://doi.org/10.1108/978-1-78635-899-820161011

Publisher

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Emerald Group Publishing Limited