Islamic and Christian Understanding of Fundamental Rights as Constitutive Values

Purpose - The paper attempts at introducing the main differences in Islamic and Christian human rights thought. Design/methodology/approach – The paper uses the Old and New Testament, the Qur’an and the European Convention on Human Rights as ideological-theoretical framework with the aim to compare religions and values with the aim to define the compared religions. Definition of religions helps to better understand the tensions of a political character, an example brought by Jacob Neusner is the relationship between the State of Israel and its Muslim neighbors, served as a religious conflict (Neusner 1999: xi). Findings - Although already the ten commandments in the Christian tradition and Islamic tradition to a great extent overlap, formulation of rights and interpretation of rights to a great extent differ in these traditions. The differences result even in the assertions that distinguish, the Islamic marketing approach from (not to say oppose to) the marketing approach in the Western countries by Islamic scholars who view the Western marketing approach as secular marketing approach Research limitations/implications – Although understanding that there exist different understandings of what Islam is – for example, people talk about radical Islam and moderate Islam, the research compares the basic concepts of Christianity and Islam. Practical implications - Marketing is strongly connected with culture and traditions, and understanding of those by people. The paper brings in also the external aspects of Islamic marketing. Originality/value – In addition to just comparing and understanding religions, the paper tries to distinguish religions from political ideologies