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

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: 7
Source title: Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-4666-7357-1.ch093

Keywords: Business & Management / Business Science Reference / Marketing / Marketing and Consumer Behavior

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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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