A Rhetoric on Diversity and Marketing Theory: How Does Islam Fit?

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Author(s): Noha El-Bassiouny (The German University in Cairo, Egypt)
Copyright: 2015
Pages: 9
Source title: Emerging Research on Islamic Marketing and Tourism in the Global Economy
Source Author(s)/Editor(s): Hatem El-Gohary (Birmingham City University Business School, UK & Cairo University Business School, Egypt)and Riyad Eid (United Arab Emirates University, UAE & Tanta University, Egypt)
DOI: 10.4018/978-1-4666-6272-8.ch005

Keywords: Business & Management / Business Science Reference / Global Business / Hospitality, Travel, and Tourism Management

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Abstract

The purpose of this chapter is to present a highlight of how Islam, and thereby Islamic marketing as an emerging research domain, fits within mainstream marketing thought given the marginalization of some ethnic groups and the calls for diversity therein. The chapter argues that the Islamic paradigm can integrate within marketing theory in light of the critical marketing discourse, whilst creating a “theistic science” that links to Islamic civilization and builds a bridge to the future of this science.

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A Rhetoric on Diversity and Marketing Theory: How Does Islam Fit?

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