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.

Table of Contents

1. Introduction
1.1 Academic Background
1.2 Research question, Hypothesis and Objectives

2. Literature review
2.1 Islamic Marketing
The Five Pillars of Islam
Shahadah
2.2. Principles of Islamic finance
Riba
Maysir
Gharar
2.3. Key differences in the marketing mix
Product
Promotion
People
Price
Place
2.4. Islamic branding (IB)
2.5. Marketing strategy for Islamic countries

3. Research methodology
3.1. Research Strategy
3.2. Population, sample and sampling
3.3. Data collection
Secondary research
Primary research
3.4. Validity and reliability
3.5. Limitations

4. Data analysis
4.1. Survey
4.2. Interviews

6. Conclusion

6.1. Recommendation

References

Appendices
Appendix 1.
Survey questions
Appendix 2.

• 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