Introduction

Čedomir Nestorović
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Čedomir Nestorović: ESSEC Business School

Chapter 1 in Islamic Marketing, 2016, pp 1-5 from Springer

Abstract: Abstract Religion is traditionally considered to be an immutable element of the cultural environment. As such, companies adapt their offer and marketing practices to religious characteristics of a given target group, especially if the products are sensitive to the religious teachings. Islam has a definite impact on consumer behavior especially in separating halal (permissible) from haram (prohibited) items would it be in terms of food, finance, fashion or entertainment. The demand for Islamic products is rising worldwide but this demand is not homogenous because it depends on many variables: the willingness of the political establishment to impose more and more Sharia-based or Sharia-compliant products, the degree of religiousness of the population, the purchasing power and distribution of income within the country, the diversity of schools of thought within the Islamic world and so on. It is thus vital for a company to analyze environment first and launch products and concepts after if they want to avoid any faux-pas on Islamic markets.

Keywords: Saudi Arabia; Middle East; Muslim Country; Dynamic Element; Book Deal (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-319-32754-9_1

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DOI: 10.1007/978-3-319-32754-9_1

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