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The Principles of Islamic Marketing
Ashgate Publishing, July 2011, Pages: 220
"Principles of Islamic Marketing" is designed to fill a gap in international business literature covering the aspects and values of Islamic business thought. It provides a framework and practical perspectives for understanding and implementing the Islamic marketing code of conduct. It is not a religious book.
The Islamic Economic System is a business model adopted by nearly one fifth of the world's population. Baker Alserhan identifies the features of the Islamic structure of International Marketing practices and ethics. Adherence to such ethical practices elevates the standards of behaviour of traders and consumers alike and creates a value-loaded framework for firms, establishing harmony and meaningful co-operation between international marketers and their Muslim target markets. His book provides a complete guide to the requirements an organization needs to follow when managing its entire marketing function within the Muslim market or when adapting part of its offering to that market. It addresses the challenges facing marketers involved in business activities with and within Islamic communities, the knowledge needs of academic institutions, and the interest of multinationals keen on tapping the huge Islamic markets.
Along the way, Baker Alserhan provides insights into the various aspects of promoting to the Islamic markets such as franchising, distribution channels, and retailing practices, branding, positioning, and pricing issues; all within the Muslim legal and cultural norms.
Above all "Principles of Islamic Marketing" will lay the foundation of, and advance, Islamic Marketing as a new social science.
Part 1: Understanding Islamic Marketing: Islamic business deals
– The Islamic market (souq).
Part 2: The Islamic Marketing Mix: The Islamic product (tayyibat)
– Islamic pricing practices
– Islamic promotions and promoting to Muslims
– Islamic logistics (halal logistics)
Part 3: Issues in Islamic Marketing: Muslim consumer behaviour
– Islamic branding: concepts and background
– Islamic branding 2: brands as good deeds
– Islamic hospitality
Dr Alserhan is the founding editor of the Journal of Islamic Marketing, the organizer and Chair of the Global Islamic Marketing Conference 2011, Dubai and 2012, Abu Dhabi. He is the CEO of the International Islamic Marketing Association. He is also an assistant Professor of Marketing, College of Business and Economics, United Arab Emirates University. He was previously Assistant Professor of Marketing & Management at Abu Dhabi University and Credit Specialist at Microsoft European Operation Center, Ireland.