Islamic branding and marketing: creating a global Islamic business.
Very little has been written to date about how Islamic branding and marketing, or “marketing to Muslims,” differs from or is similar to traditional branding and marketing, which is based on Western corporate development. The lack of literature on the topic is surprising, given the extent of the...
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Format: | Book |
Language: | English |
Published: |
John Wiley & Sons
2020
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Subjects: | |
Online Access: | http://dspace.uniten.edu.my/jspui/handle/123456789/17629 |
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Summary: | Very little has been written to date about how Islamic branding and marketing,
or “marketing to Muslims,” differs from or is similar to traditional
branding and marketing, which is based on Western corporate development.
The lack of literature on the topic is surprising, given the extent of
the world’s Muslim population and the prominence of Islam. This gap in
our knowledge gave rise to The Oxford Research and Education Project
on Islamic Branding and Marketing, which is being conducted at Oxford
University’s Saïd Business School and which I am directing. A brief description
of this project is given in Appendix 1. Much of the fi ndings of this
research work have been incorporated into this text.
A second reason for writing this book is that many of my clients, as well
as professional people whom I have met in Islamic countries, have commented
to me on the need for a body of thought on this subject area. The
extent of this interest, and the impact of the extremely rapid development
of Islamic countries on the aspirations of Muslims in a branded world,
leave me in no doubt that the next wave of global branding will come from
Islamic economies and companies.
A third reason is that global brands from Western countries are becoming
very interested in Muslim markets. Some have already started to build
their brands across the Islamic world and are seeking to achieve a complete
global presence by entering the last remaining and biggest signifi cant segment
of the world’s population. |
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