Islam, Consumption and Marketing: Going Beyond the Essentialist Approaches

HANDBOOK OF ISLAMIC MARKETING, Ozlem Sandikci and Gillian Rice, eds., Edward Elgar, Fall 2011

39 Pages Posted: 12 Jan 2011

See all articles by Ozlem Sandikci

Ozlem Sandikci

Bilkent University - Faculty of Business Administration

Güliz Ger

Bilkent University - Management

Date Written: January 11, 2011

Abstract

Islam and marketing are two terms that, until recently, seldom came together. Yet today, there is a burgeoning interest, both in academic and practitioner circles, in understanding Muslim consumers and devising marketing strategies and practices that will enable companies to reach what is now considered to be a highly attractive market segment. This paper evaluates the developments underlying this interest and offers a critical analysis of Islamic marketing and its emergence as a field of inquiry. The authors seek to shift the academic and managerial attention from a preoccupation with difference to a more critical, situated and dynamic engagement with Muslim consumers and businesses and outline a perspective for future research that is more sensitive to the complexities and contextualities of Muslims and their consumption and marketing practices. The paper concludes by discussing various managerial and policy implications of the authors' perspective.

Keywords: Islam, marketing, branding, consumption, Turkey, Muslim, fashion

JEL Classification: M30, M31, Z10

Suggested Citation

Sandikci, Ozlem and Ger, Güliz, Islam, Consumption and Marketing: Going Beyond the Essentialist Approaches (January 11, 2011). HANDBOOK OF ISLAMIC MARKETING, Ozlem Sandikci and Gillian Rice, eds., Edward Elgar, Fall 2011, Available at SSRN: https://ssrn.com/abstract=1738328 or http://dx.doi.org/10.2139/ssrn.1738328

Ozlem Sandikci (Contact Author)

Bilkent University - Faculty of Business Administration ( email )

06533 Bilkent, Ankara
Turkey

HOME PAGE: http://www.bilkent.edu.tr/~sandikci

Güliz Ger

Bilkent University - Management ( email )

06533 Bilkent, Ankara
Turkey
90 312 290 1253 (Phone)

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
1,011
Abstract Views
3,200
rank
26,040
PlumX Metrics