Marketing across cultures with a focus on Islamic Marketing

Bachelor Thesis , 2014 , 50 Pages , Grade: A

Communications - Public Relations, Advertising, Marketing, Social Media

Due to the acceleration of globalization and enormous growth of Muslim population, interest in Islamic marketing increased significantly in the past years. The study of this dissertation aims to investigate to what extent Islam as a religion affects marketing and its components. It was hypothesized that Islam affects marketing in Islamic markets significantly, depending on the country and on the specific industry.

The author intends to fill in a research gap in this area by narrowing its focus on the promotional strategy of products and services in Islamic markets.

The conclusion of the study is based on evaluation of primary and secondary research data. The outcome of the study showed that Islam indeed has meaningful impact on the business issues generally, particularly on the marketing. Marketers and companies should bear in mind the existing distinction between certain industries and countries, as Islam does not affect all of them equally.

Inhaltsverzeichnis (Table of Contents)

• Introduction
  • Academic Background
  • Research question, Hypothesis and Objectives
• Literature review
  • Islamic Marketing
    • The Five Pillars of Islam
  • Principles of Islamic finance
    • Riba
    • Maysir
    • Gharar
  • Key differences in the marketing mix
    • Product
    • Promotion
    • People
    • Price
    • Place
  • Islamic branding (IB)
  • Marketing strategy for Islamic countries
• Research methodology
  • Research Strategy
  • Population, sample and sampling
  • Data collection
    • Secondary research
    • Primary research
  • Validity and reliability
  • Limitations
• Data analysis
  • Survey
  • Interviews
• Conclusion
  • Recommendation

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This dissertation aims to investigate the influence of Islam on marketing practices, particularly within Islamic markets. It explores the historical development of Islamic marketing, analyzes key differences between Islamic and non-Islamic marketing approaches, examines the significance of Islamic branding, and ultimately proposes a marketing strategy for non-Muslim businesses seeking to target Muslim consumers.

• The impact of Islamic principles on marketing practices
• Key differences between Islamic and non-Islamic marketing strategies
• The role and importance of Islamic branding
• Developing a marketing strategy tailored for Muslim consumers
• Addressing the research gap in the field of Islamic marketing

Zusammenfassung der Kapitel (Chapter Summaries)

• Introduction: This chapter provides an overview of the academic background of Islamic marketing and highlights the growing importance of understanding this specific market segment. It introduces the research question, hypothesis, and objectives of the dissertation, focusing on the influence of Islam on marketing in Islamic markets.
• Literature review: This chapter presents a comprehensive review of existing literature on Islamic marketing. It explores the five pillars of Islam and their implications for marketing, analyzes the principles of Islamic finance, examines key differences in the marketing mix within an Islamic context, and discusses the concept of Islamic branding.
• Research methodology: This chapter details the research strategy employed in the dissertation, including the population, sample, and sampling methods used for data collection. It discusses the use of both secondary and primary research methods to gather relevant information.
• Data analysis: This chapter presents the analysis of the data collected through surveys and interviews. It examines the findings related to the research question and objectives, providing insights into the influence of Islam on marketing practices in Islamic markets.

Schlüsselwörter (Keywords)

This dissertation focuses on the key concepts and themes of Islamic marketing, including Islamic principles, cultural differences, marketing mix adaptations, Islamic branding, and marketing strategies tailored for Muslim consumers. It aims to contribute to the growing body of knowledge in this field, offering valuable insights for businesses seeking to engage with the Islamic market.

• College: Oxford Brookes University
• Course: Islamic Marketing
• Grade: A
• Author: Sanja Hajdarpasic (Author)
• Publication Year: 2014
• Pages: 50
• Catalog Number: V299732
• ISBN (eBook): 9783656973256
• ISBN (Book): 9783656973263
• Language: English
• Tags: marketing, islamic