Where do we go from here? Towards a theory in Islamic marketing

Purpose – The purpose of this study is to argues for theory development in Islamic marketing and attempts to lay the ground work by drawing on other social sciences. Design/methodology/approach – This paper is based on a critical review of the literature for insights that advance Islamic marketing. Findings – The study suggests that scholars in the area of Islamic marketing should start working towards the development of a theory of Islamic marketing. While this theory will draw on the unique engagement of Muslims with non-Muslims, it will offer an opportunity to explain and predict the world around us. Research limitations/implications – This is purely a theoretical piece that is aimed at knowledge development in the field, and, as such, it does not give much guidance to the practitioner, instead in invites other academics to draw on the world around us as they engage in their scholarly activities towards theory building. Practical implications – The study gives directions for areas of possible future research in Islamic marketing. Social implications – Broadening the research efforts in Islamic marketing as advocated in this paper does have several important social implications. Originality/value – This study is rare in terms of the issues it raises.