Title: Where do we go from here? A research agenda for Islamic marketing borrowing from social marketing

Authors: Paul Sergius Koku; Osman Jusoh

Addresses: College of Business, Florida Atlantic University, 777 Glades Road, Boca Raton, FL 33431, USA ' Universiti Pendidikan Sultan Idris, 35900 Tanjong Malim, Parak Darul Ridzuan, Malaysia

Abstract: The study explores the connection between Islamic marketing and social marketing using a critical review of the literature for insights in an attempt to find ways to move the discourse in Islamic marketing toward theory development. The study suggests that like social marketing, Islamic marketing should expand its exploration to include such other fields as dietetics and nutrition, health and biological sciences since these fields have a lot to offer regarding some of Islamic practices such as fasting. Furthermore, Islamic marketing should include studies on values such as honesty, kindness, reliability, trustworthiness, respect, purity, ethics, and respect for women which when used properly could enhance the value of transactions between merchants and consumers. This study does not draw any conclusions, but instead provides a direction to advance knowledge in the subfield of Islamic marketing.

Keywords: Islamic marketing; social marketing; Islam; literature review.

DOI: 10.1504/IJIMB.2015.068146

International Journal of Islamic Marketing and Branding, 2015 Vol.1 No.1, pp.5 - 15

Received: 29 Mar 2014
Accepted: 23 Sep 2014
Published online: 20 Mar 2015 *

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