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Introduction

In: Islamic Marketing

Author

Listed:
  • Čedomir Nestorović

    (ESSEC Business School)

Abstract

Religion is traditionally considered to be an immutable element of the cultural environment. As such, companies adapt their offer and marketing practices to religious characteristics of a given target group, especially if the products are sensitive to the religious teachings. Islam has a definite impact on consumer behavior especially in separating halal (permissible) from haram (prohibited) items would it be in terms of food, finance, fashion or entertainment. The demand for Islamic products is rising worldwide but this demand is not homogenous because it depends on many variables: the willingness of the political establishment to impose more and more Sharia-based or Sharia-compliant products, the degree of religiousness of the population, the purchasing power and distribution of income within the country, the diversity of schools of thought within the Islamic world and so on. It is thus vital for a company to analyze environment first and launch products and concepts after if they want to avoid any faux-pas on Islamic markets.

Suggested Citation

  • Čedomir Nestorović, 2016. "Introduction," Management for Professionals, in: Islamic Marketing, chapter 1, pages 1-5, Springer.
  • Handle: RePEc:spr:mgmchp:978-3-319-32754-9_1
    DOI: 10.1007/978-3-319-32754-9_1
    as

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