Description
Islamic Marketing and Branding: Theory and Practice provides a concise mix of theory, primary research findings and practice that will engender confidence in both students and practitioners alike by means of the case study included in each chapter.
Through three main parts (Branding and Corporate Marketing; Religion, Consumption and Culture; and Strategic Global Orientation), this book provides readers, from areas across the spectrum covering marketing, organisational studies, psychology, sociology and communication and strategy, with theoretical and managerial perspectives on Islamic marketing and branding. In particular, it addresses:
- Insights into branding and corporate marketing in the Islamic context.
- An introduction to Islamic consumption and culture, rules and regulations in brands and consumption in Islamic markets.
- An identification of how the strategic global orientation of the Islamic approach is practised and how it works in different Islamic countries such as emerging countries. Readers are introduced to a variety of business and management approaches which, once applied to their business strategies, will increase their chances of successful implementation.
Addressing both theoretical and practical insights, this book is essential reading for marketing and branding scholars and students, as well as CEOs, brand managers and consultants with an interest in this area.
Table of Contents
Introduction
S.F. Syed Alwi and T. C. Melewar
Part I: BRANDING AND CORPORATE MARKETING
Chapter 1 Corporate brands and marketing strategy
Jonathan A. J. Wilson and Jonathan Liu
Chapter 2 Islamic products and services: the concept of halal and certification bodies
Kaouther Kooli
Chapter 3 Islam and the reputational landscape
Aliakbar Jafari
PART II: RELIGION, CONSUMPTION AND CULTURE
Chapter 4 Religion and Halal Consumption
Ismah Osman, Faridah Hassan, Balkis Haris and Erne Suzila Kassim
Chapter 5 Exploring the Incongruent: Islamic Banking and non-Muslim Consumers
Norbani Che-Ha, Wan Marhaini Wan Ahmad, Mohd Edil Abd Sukor and Saad Mohd Said
Chapter 6 Brand Values and the Islamic Market
Ali Al-Makrami and Dorothy Yen
Chapter 7 Islamic Tourism Products: Innovation in the Tourism Industry
Rusnah Muhamad
PART III: STRATEGIC GLOBAL ORIENTATION
Chapter 8 Global Marketing and Islamic countries
Cedomir Nestorovic
Chapter 9 Brands and communication strategy
Sarah Turnbull
Chapter 10 Marketing Strategy in the Emerging Muslim-Majority Markets
Özlem Sandıkcı
Chapter 11 Supply chain management within the Middle East business environment
Nesrine Eltawy and David Gallear
Conclusion: Islamic Marketing: Moving Forward and Challenges
Mazia Yassim
