A Review of the Current Research in Islamic Marketing
Yousef Awad Alsharari
University of Newcastle, Australia
Abstract
The aim of this paper is to review the available research studies on the current trends in Islamic marketing. The Halal industry is one of the fastest growing industries in the world today. This paper aims to review some of the research studies which have been carried out on the latest trends in the Halal industry, including Islamic marketing. For the purpose of this paper, specific search terms were used in the Google Scholar search engine. The results were then shortlisted according to the year of publication. The results of this review study point towards how there have been significant changes in the way business is done today. With the demographics and economics of Muslims changing around the world, their consumption patterns have changed too. As a result, marketing of these Halal products and services has also changed. This study provides a holistic view of the latest trends in the Halal industry around the world, including Islamic marketing.