‘This is a unique and timely volume, edited and authored by the leading thinkers and scholars in the field. The work has been informed by a deep knowledge of Islam and its issues as well as the events and emergent market phenomenon in a wide range of Muslim geographies.
In recent years, a critically oriented sub-stream of research on Muslim consumers and businesses has begun to emerge. This scholarship, located both within and outside the marketing field, adopts a socio-culturally situated approach to Islam and investigates the complex and multifaceted intersections between Islam and markets.
This book seeks to reflect various unheard and emerging critical voices from within the Muslim world, and provide a series of critical insights on how, if and why Islam matters to marketing theory and practice. It questions the existing assumptions and polarising discussions which underpin the portrayal of Islam as the ‘other’ of Modernity, while acknowledging that Muslims themselves are partially responsible for creating stereotyped representations of Islam and ‘the Muslim’.
This wide-ranging and insightful collection will advance emerging critical perspectives, and provide new insights that will influence the generation and application of knowledge in the context of Muslim societies. It will open up fresh conversations for scholars in marketing as well as the broader humanities and social sciences.
Islam Marketing and Islam Consumption are both two-way avenues of influence, as this volume attests. Moreover, these traffic patterns are complicated by the super highway, Marketing Consumption, that threatens to bypass Islam entirely. These thoughtful and critical essays seek a more enlightened flow of ideas, values, ethics, and practices. Although no masterplan emerges, these analyses plot possible routes and hazards.
About the Authors
Aliakbar Jafari is a Senior Lecturer in Marketing at the University of Strathclyde and a Chartered Fellow of the Chartered Institute of Marketing. He sits on the editorial board of Marketing Theory; Consumption, Markets & Culture; Journal of Islamic Marketing; Iranian Journal of Management Studies; and International Journal of Academic Research in Management.
Özlem Sandikci is Professor of Marketing and Head of the Management Department at Istanbul Sehir University, Turkey. Her research addresses sociocultural dimensions of consumption and the relationship between globalization, markets, and culture.
Table of Contents
Introduction: Islam in Consumption, Marketing and Markets
Part I: Beyond the Brand ‘Islamic’
1. What Is in a Name That We Call ‘Islam’? A critical inquiry into the semiotic construction of super-brand Ummah
2. Marketing Islam in a “Double Minority” Setting: The case of Singapore
3. Poverty and Socioeconomic Injustice in Muslim Geographies
Part II: Islam and the Islamic Representations in the Fashionscape
4. The Commercial Limits of the Ummah? National and regional taste distinctions in the modest fashion market
5. Images of Desire: Creating virtue and value in an Indonesian Islamic lifestyle magazine
6. What Makes a Commodity Islamic? The case of veiling fashion in Turkey
Part III: Towards a Reflexive Account of Theorization
7. An Islamic Model of Marketing Ethics: A critical analysis from contemporary perspectives
8. Islam, the Free Market and Economy
9. Authenticity, Religious Identity and Consumption: A reflexive (auto)ethnographic account
Title: Islam, Marketing and Consumption, Critical Perspectives on the Intersections
Editors: Aliakbar Jafari and Özlem Sandikci
Publisher: Routledge (January 18, 2016)
Length: 222 pages
Pub. Date: January 18, 2016