Islamic Marketing and Branding Theory and Practice

Islamic Marketing and Branding: Theory and Practice provides a concise mix of theory, primary research findings and practice that will engender confidence in both students and practitioners alike by means of the case study included in each chapter.

Through three main parts (Branding and Corporate Marketing; Religion, Consumption and Culture; and Strategic Global Orientation), this book provides readers, from areas across the spectrum covering marketing, organisational studies, psychology, sociology and communication and strategy, with theoretical and managerial perspectives on Islamic marketing and branding. In particular, it addresses:

• Insights into branding and corporate marketing in the Islamic context.
• An introduction to Islamic consumption and culture, rules and regulations in brands and consumption in Islamic markets.
• An identification of how the strategic global orientation of the Islamic approach is practised and how it works in different Islamic countries such as emerging countries. Readers are introduced to a variety of business and management approaches which, once applied to their business strategies, will increase their chances of successful implementation.

Addressing both theoretical and practical insights, this book is essential reading for marketing and branding scholars and students, as well as CEOs, brand managers and consultants with an interest in this area.

Introduction

S.F. Syed Alwi and T. C. Melewar

Part I: BRANDING AND CORPORATE MARKETING

Chapter 1 Corporate brands and marketing strategy

Jonathan A. J. Wilson and Jonathan Liu

Chapter 2 Islamic products and services: the concept of halal and certification bodies

Kaouther Kooli

Chapter 3 Islam and the reputational landscape

Aliakbar Jafari

PART II: RELIGION, CONSUMPTION AND CULTURE

Chapter 4 Religion and Halal Consumption

Ismah Osman, Faridah Hassan, Balkis Haris and Erne Suzila Kassim

Chapter 5 Exploring the Incongruent: Islamic Banking and non-Muslim Consumers

Norbani Che-Ha, Wan Marhaini Wan Ahmad, Mohd Edil Abd Sukor and Saad Mohd Said

Chapter 6 Brand Values and the Islamic Market

Ali Al-Makrami and Dorothy Yen

Chapter 7 Islamic Tourism Products: Innovation in the Tourism Industry

Rusnah Muhamad

PART III: STRATEGIC GLOBAL ORIENTATION

Chapter 8 Global Marketing and Islamic countries

Cedomir Nestorovic

Chapter 9 Brands and communication strategy

Sarah Turnbull

Chapter 10 Marketing Strategy in the Emerging Muslim-Majority Markets

Özlem Sandıkcı

Chapter 11 Supply chain management within the Middle East business environment

Nesrine Eltawy and David Gallear

Conclusion: Islamic Marketing: Moving Forward and Challenges

Mazia Yassim

Professor T C Melewar is a Professor of Marketing and Strategy at Middlesex University London, UK. He has previous experience at Brunel University London, UK, Zurich University of Applied Sciences, Switzerland, University of Warwick (Warwick Business School), UK, De Montfort University, UK and MARA Institute of Technology in Malaysia. TC teaches Corporate Branding, Strategic Marketing Management and International Marketing on a range of undergraduate, MBA, and executive courses with companies such as Nestlè, Safeway, Corus (now Tata) and Sony. He was a Visiting Professor at Groupe ESC Grenoble, France, Humboldt University, Berlin, Germany and the University of Malaya, Malaysia. Currently, he is a Visiting Professor at the University of Lincoln, UK. He has taught MBA and Master in International Business programmes in countries such as Germany, Sweden, France, Russia, Georgia, Moldova, Indonesia and Malaysia. TC’s research interests include corporate identity/branding and international marketing strategy. He has published over eighty refereed journal articles in journals such as the Journal of International Business Studies, International Marketing Review, European Journal of Marketing, Journal of World Business, Industrial Marketing Management, International Marketing Review, Journal of Marketing Communications, International Journal of Market Research and International Journal of Advertising among many others. TC was the Joint Editor-in-Chief for the Journal of Brand Management and now is the Emeritus Editor of the journal. He is also on the in the Editorial Advisory Board for the following journals: Journal of Marketing Communications, Corporate Reputation Review, Marketing Intelligence and Planning, Journal of Marketing Management and Corporate Communications: An International Journal. He has written three books on corporate branding and international marketing.

Dr. SF Syed Alwi received her PhD from Manchester Business School, UK and currently a Senior