Islamic marketing in Egypt : evolution and implications

Abstract

Islamic marketing continues to gain more attention and awareness in both Islamic and non-Islamic countries. In this paper we examine the evolution of Islamic marketing and address its implications. The paper starts with a literature review of studies that address Islamic marketing. Then we explore the evolution of Islamic marketing in five key areas: banking, food, fashion, satellite broadcasting, and Internet. We focus on Islamic marketing in Egypt and provide examples from other countries in the Islamic world such as Indonesia, Malaysia, Tunisia and the United Arab Emirates (UAE).