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[Editorial] The new wave of transformational Islamic marketing: reflections and definitions

[Editorial] The new wave of transformational Islamic marketing: reflections and definitions

Wilson, Jonathan A.J. (2012) [Editorial] The new wave of transformational Islamic marketing: reflections and definitions. Journal of Islamic Studies, 3 (1). pp. 5-11. ISSN 1759-0833 (Print), 1759-0841 (Online) (doi:

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Purpose – The purpose of this paper is two-fold: first, to reflect on the subject discipline of Islamic marketing and connecting activities in the Journal of Islamic Marketing. And, second, to capture key discussions and experiences, with the aim of refining definitions and approaches; in order to set a clear vision for scholarship in the field.

Design/methodology/approach – Expert knowledge elicitation from literature, key practitioners and academics, whilst serving on the Editorial Advisory Board; using participant observation methods and the Socratic elenchus. Data were gathered whilst the author presented at conferences and held a series of guest lectures, over a two-year period in: India, Indonesia, Iran, Malaysia, Kingdom of Saudi Arabia, United Arab Emirates, and UK.

Findings – The term “Islamic marketing” is still very new, and reflective of an emergent phenomenon which stretches across the Muslim world and beyond. It draws from established subject disciplines in Business and Management, but also reaches into areas of Islamic studies and other social sciences. Furthermore, its interest and applicability has garnered support from those regardless of any Islamic faith. As such, there are varying perspective and standpoints, which have raised discussions as to how this phenomenon should be defined and understood; and moving forward should be researched and served by practitioners.

Originality/value – This paper gives consideration to a fan of opinions and the challenges faced, as are commonplace with any newly identified phenomenon. In addition, two models are offered as a basis for understanding how research can be undertaken, which has to balance two axes: Islamic studies and marketing; and Heterodoxy and orthodoxy.

Item Type: Article
Additional Information: [1] This item was published as the Editorial in the Journal of Islamic Marketing, 2012, Vol.3, No.3, pp. 5-11.
Uncontrolled Keywords: Islamic marketing, Islamic studies research, consumer behaviour, Islam
Subjects: H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group: Faculty of Business > Department of Marketing, Events & Tourism
Faculty of Business
Related URLs:
Last Modified: 14 Oct 2016 09:22

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