Reaching halal and Islamic market segments: tapping marketing opportunities beyond the borders

Mohammad Mominul Islam

Chapter 15 in Handbook of Research on Ethnic and Intra-cultural Marketing, 2022, pp 198-210 from Edward Elgar Publishing

Abstract: All that is Islamic is, by definition, Halal. But all that is Halal is not necessarily Islamic. The differences between halal and Islamic products need to be understood in line with the root words and their marketing applications. This chapter elucidates these nuanced, but important differences so that non-Muslim marketers wishing to do business in the Islamic world can do so appropriately and in accordance with Shari'ah law. It also provides insights for Islamic marketers to identify opportunities to expand their marketing in non-majority Islamic markets - where there are growing Muslim populations - as Halal products, due to their cleanliness and purity might prove attractive to Muslim and non-Muslim market segments alike.

Keywords: Business and Management; Economics and Finance (search for similar items in EconPapers)
Date: 2022
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