Islamic Marketing: Compatibility with Contemporary Themes in Marketing

Purpose This chapter discusses whether marketing can ever be Islamic given the common view of marketing functions as unsustainable and sometimes unethical, for example, how marketing promotes materialism. Methodology/approach This chapter reviews extant literatures in Islamic marketing, with a particular emphasis on stakeholder orientation in marketing. Findings We argue that Islamic marketing is indeed compatible with the concepts of ethical and sustainable marketing encompassing social, environmental as well as economic perspectives and encourages ethical behaviour. Originality/value This chapter highlights that discussions on Islamic marketing should include sustainable marketing and emphasises the growing importance of stakeholder orientation in marketing.