Marketing et islam. Des principes forts et un environnement complexe

Bernard Pras and Catherine Vaudour-Lagrâce

Revue française de gestion, 2007, vol. 171, issue 2, 195-223

Abstract: This article examines the relationship between Islam and marketing. It pays a special attention to the influence of islamic values, and of their interpretation, upon marketing system and practices. Muslim consumer?s behavior goes from tradition to modernity; competition is fierce. In spite of the great diversity of the market, some trends can be observed; and the article examines how some companies intend to adapt themselves to these challenges and to compete successfully.

Date: 2007
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