Islamic Marketing


The Contribution of Islamic Marketing to Marketing Theory, Special issue of Marketing Theory, Edited by ?zlem Sandikci and Aliakbar Jafari; Deadline 1 Mar 2012

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Marketing Theory Call for Papers

Special Issue on “The Contribution of Islamic Marketing to Marketing Theory”

Deadline for submission: 1st March 2012

Guest Editors:

Özlem Sandikci, Bilkent University, Turkey
Aliakbar Jafari, University of Strathclyde, UK


Muslims constitute around twenty per cent of the world population and actively participate in the global economy as regulators, investors, suppliers, manufacturers, bankers, traders, and consumers. In recent years, there has been an increasing interest in understanding Muslims as consumers and marketers within both academic and managerial circles. Many social, cultural, political and economic developments underlie this interest: the emergence of a Muslim middle class attentive to the values of Islam and interested in modern consumption; the increasing visibility of a new class of Muslim entrepreneurs who innovatively and successfully blend religious principles and capitalist aspirations; the growth of the ummah, a supranational community of Muslim believers, connected through values and lifestyles; the increasing social, economic and political power and influence of the new Islamic social movements; and the post 9/11 forces shaping the global political economy and international relations. However, despite its increasing significance, the intersection between Islam and marketing theory and practice still remains largely understudied and poorly understood.

In order to advance theory in this understudied area, this special issue aims to bring together a collection of papers that critically examine Islamic marketing and its contribution to marketing theory. Specifically, we invite authors to go beyond treating religion merely as a segmentation variable and explore the multiple and complex ways that religion, markets (both contents and structures) and market-making factors (institutional dynamics, business practices, consumption patterns, etc.) inform and are informed by one another. We hope that the call motivates scholars to problematise the very notion of ‘Islamic marketing’ and encourage a more critical, situated and dynamic engagement with Muslim consumers and businesses that help advance marketing theory in general.


We invite theoretical and empirical accounts that address different aspects of Islamic marketing and marketing theory intersection. Possible domains include, but are not limited to:

  • Islamic Consumptionscapes
    • The Muslim consumer
    • Practices of Islamic/Muslim consumption
    • Spaces of Islamic/Muslim consumption
  • Islamic Marketing Practices
    • Branding and new product development
    • Communicating with the Muslim consumers
    • Islamic advertising agencies
    • Pricing strategies
    • Distribution networks
    • E-marketing and mobile marketing
  • Muslim entrepreneurs and innovation
  • Islamic markets and market formation
  • Commodification/Commercialisation of Islam
  • Impact of political/social events on Muslim consumers and Islamic marketing practices
  • Public policy implications of Islamic marketing
  • Islamic marketing and critical theory


All submissions will be reviewed in accordance with the process outlined in the Manuscript Submission Guidelines on the Marketing Theory Homepage. The journal home page and author guidelines may be accessed from: The contribution of the paper should be clearly stated in the abstract and should be in accordance with the special issue theme. The issue is slated for publication in 2013.

Any queries should be sent to the co-editors of the special issue at the following addresses:

Özlem Sandikci
Bilkent University, Faculty of Business Administration, 06500 Ankara, Turkey

Aliakbar Jafari
Department of Marketing, University of Strathclyde, Stenhouse Building, 173 Cathedral Street,
Glasgow G4 0RQ, UK

Some Useful References:

Abratt, R. and Sacks, D. (1988) ‘The marketing challenge: Towards being profitable and socially responsible’, Journal of Business Ethics 7 (7): 497-507.

Al-Azmeh, A. (2003) ‘Postmodern Obscurantism and ‘the Muslim Question’, Journal for the Study of Religions and Ideologies 2 (5): 21–47.

Alserhan, B.A. (2010) ‘Islamic branding: A conceptualization of related terms’, Journal of Brand Management 18 (1): 34–49.

Aráujo, L. Finch, J, and Kjellberg, H. (2010) Reconnecting Marketing to Markets. Oxford University Press.

Crane, A. and Desmond, J. (2002) ‘Societal Marketing and Morality’, European Journal of Marketing, 36 (5/6), 548-569.

Eickelman, D.F. (2000) ‘Islam and the Language of Modernity’, Daedalus 129 (1): 119–36.

Jafari, A. (2009) ‘Misconceptions of Culture in Cross-cultural Business and Management Studies’, International Journal of Management Concepts and Philosophy 3 (4): 349–361.

Jafari, A. (2011) ‘Islamic Marketing: Insights from a Critical Perspective’, Journal of Islamic Marketing, in press.

Jafari, A and Süerdem, A. (2012) ‘An Analysis of Material Consumption Culture in the Muslim World’, Marketing Theory, in press.

Jafari, A., Firat, F., Süerdem, A., Dalli, D., and Askegaard, S. (2012) ‘Non-Western Contexts: The Invisible Half’, Marketing Theory, in press.

Karababa, E. (2011) ‘Investigating Early Modern Ottoman Consumer Culture in the Light of Bursa Probate Inventories’, Economic History Review, iFirst 2011.

Karababa, E. and Ger, G. (2011) ‘Early Modern Ottoman Coffeehouse Culture and the Formation of the Consumer Subject’, Journal of Consumer Research 37 (5): 737-60.

Karababa, E. (2012) ‘Approaching Non-western Consumer Cultures from a Historical Perspective: The Case of Early Modern Ottoman Consumer Culture’, Marketing Theory, in press.

Peñaloza, L. and Venkatesh, A. (2006) ‘Further evolving the new dominant logic of marketing: from services to the social construction of markets’, Marketing Theory 6 (3): 299–316.

Sandikci, Ö. and Ger, G. (2007) ‘Constructing and Representing the Islamic Consumer in Turkey’, Fashion Theory 11 (2/3): 189–210.

Sandikci, Ö. and Ger, G. (2010) ‘Veiling in Style: How Does a Stigmatized Practice Become Fashionable?’, Journal of Consumer Research 37 (1): 15–36.

Sandikci, Ö. (2011) ‘Researching Islamic Marketing: Past and Future Perspectives’, Journal of Islamic Marketing, in press.

Sandikci, Ö. and Rice, G. (2011) The Handbook of Islamic Marketing, Edward Elgar, in press.

Tadajewski, M. (2010) ‘Towards a history of critical marketing studies’, Journal of Marketing Management 26 (9/10): 773–824.

Varul, M. Z. (2008): ‘After Heroism: Religion under Consumer Culture’, Islam and Christian-Muslim Relations 19 (2): 237–55.

Yani-de-Soriano, M. and Slater, S. (2009) ‘Revisiting Drucker’s theory: has consumerism led to the overuse of marketing?’, Journal of Management History 15 (4): 452-466.

Wallis, J. (2010) Rediscovering Values: Rediscovering Values: On Wall Street, Main Street, and Your Street: A Moral Compass for the New Economy. New York: Howard Books.

Wong, L. (2007) ‘Market Cultures, the Middle Classes and Islam: Consuming the Market?’, Consumption, Markets & Culture 10 (4): 451–80.