“The process of identification and implementation of value maximization strategies for the welfare of

the stakeholders in particular and the society in general governed by the guidelines given in Quran and
Sunnah” By Syed Ali Hussnain University of Lahore, Pakistan

“Islamic Marketing is the study of marketing phenomena in relation to Islamic

principles and practices or within the context of Muslim societies” (Jafari, 2012).
According to Wilson (2012, p. 6) is "an acknowledgement of a God-conscious approach to marketing
from a marketer's and/or consumer's perspective which draws from the drivers or traits associated with
Islam"

A school of thought which has a moral compass which tends towards the ethical norms
and values of Islam and how Muslim interpret these, from their varying cultural lenses.

A multi-layered, dynamic and three-dimensional phenomenon of Muslim and non-

muslim stakeholder engagement, which can be understood by considering the creation of
explicit and/or implicit signalling cultural artefacts – facilitated by marketing