Muslim markets: The impact of marketing strategies on halal products and Islamic marketing

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

Halal marketeers need to consider the segmentation, targeting, and positioning framework when creating marketing strategies, as well as looking to broaden the appeal and customer base for Halal products and services.

Originality/value

The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Citation

(2020), "Muslim markets: The impact of marketing strategies on halal products and Islamic marketing", Strategic Direction, Vol. 36 No. 5, pp. 17-18. https://doi.org/10.1108/SD-01-2020-0018