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Handbook of Islamic Marketing (2011)

Handbook of Islamic Marketing (2011)

Özlem Sandıkcı, Gillian Rice

Year: 2011
Authors: Özlem Sandıkcı, Gillian Rice
Publishers: Edward Elgar Pub
Pages: 513
Print type: BOOK

Description:

'This ambitious and timely collection will be enormously valuable to readers in the practice and study of the growing field of Muslim marketing and branding. Essays range expertly across key sectors (notably finance, food, and fashion) and territories (of Muslim majority and minority population). Contributors elaborate the diversity of Muslim experiences, beliefs, and practices that must be taken into account by marketing professionals seeking to exploit this newly recognized market. Academic authors provide helpful postscripts for marketers, making clear the links between their nuanced historicized understanding of contemporary transnational, global, and local forms of Muslim identity and practice. This book provides an essential guide to those who study and those who participate in Muslim branding and marketing.' - Reina Lewis, London College of Fashion, UK