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Integrative review of Islamic marketing

Syed Adil Shah (Department of Business Administration, Sukkur IBA University, Sukkur, Pakistan)
Maqsood Hussain Bhutto (School of Business and Economics, Jyväskylä University, Jyvaskyla, Finland)
Sarwar M. Azhar (Department of Business Administration, Sukkur IBA University, Sukkur, Pakistan)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 11 February 2021



The purpose of this study is to integrate and synthesize the Islamic marketing literature, understand the phenomenon and related concepts and provide suggestions for future research.


The study uses an integrative review method that emphasizes summarizing and synthesizing the previous literature related to a phenomenon.


The findings indicate the emergence of five major themes, namely, Islamic marketing and its perspectives, activities in Islamic marketing, opportunities, controversies and challenges in Islamic marketing, Islamic principles and determinants of consumers’ behavior and awareness toward Islamic products. Each of the major themes consists of sub-themes discussed in detail in the results and discussion sections.

Research limitations/implications

Like other studies, this integrative literature review has some limitations. These include the methodology undertaken, the lack of explanation of inter-relationship among themes and lack of Islamic theory-based review. These limitations lead to future research directions.

Practical implications

Marketing managers need a thorough understanding of the Islamic standards and need to develop strategies. Further, there are inter-differences among Muslims, which need to be thoroughly understood by managers. Moreover, marketers can effectively use advertising in creating awareness and increasing demand of halal products.


This study provides an integrative review of the literature and synthesizes the Islamic marketing literature, which has not been done before.



Shah, S.A., Bhutto, M.H. and Azhar, S.M. (2021), "Integrative review of Islamic marketing", Journal of Islamic Marketing, Vol. ahead-of-print No. ahead-of-print.



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