Constructing marketing thought: the case of Islamic marketing

P. Sergius Koku

International Journal of Islamic Marketing and Branding, 2020, vol. 5, issue 1, 17-27

Abstract: This study conducts a bibliographic and content analysis of articles published to-date in the Journal of Islamic Marketing and the International Journal of Islamic Marketing and Branding in order to assess the scope of coverage and topics/themes discussed. The study found that the highest number of articles have been published on banking and finance-related issues in both journals. On the other hand, such other areas as new product development and comparative analysis have not experienced much research activity. The results of these analyses serve as a guide to areas where researchers could shine more light and to editors on where to encourage more submissions.

Keywords: bibliographic analysis; content analysis; topic/themes. (search for similar items in EconPapers)
Date: 2020
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