Purpose

The purpose of this study is to integrate and synthesize the Islamic marketing literature, understand the phenomenon and related concepts and provide suggestions for future research.

Design/methodology/approach

The study uses an integrative review method that emphasizes summarizing and synthesizing the previous literature related to a phenomenon.

Findings

The findings indicate the emergence of five major themes, namely, Islamic marketing and its perspectives, activities in Islamic marketing, opportunities, controversies and challenges in Islamic marketing, Islamic principles and determinants of consumers’ behavior and awareness toward Islamic products. Each of the major themes consists of sub-themes discussed in detail in the results and discussion sections.

Research limitations/implications

Like other studies, this integrative literature review has some limitations. These include the methodology undertaken, the lack of explanation of inter-relationship among themes and lack of Islamic theory-based review. These limitations lead to future research directions.

Practical implications

Marketing managers need a thorough understanding of the Islamic standards and need to develop strategies. Further, there are inter-differences among Muslims, which need to be thoroughly understood by managers. Moreover, marketers can effectively use advertising in creating awareness and increasing demand of halal products.

Originality/value

This study provides an integrative review of the literature and synthesizes the Islamic marketing literature, which has not been done before.

中文翻译：

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伊斯兰营销的综合审查

目的

本研究的目的是整合和综合伊斯兰营销文献，了解现象和相关概念，并为未来的研究提供建议。

设计/方法/方法

本研究采用综合综述的方法，强调对以往与某一现象相关的文献进行总结和综合。

发现

调查结果表明出现了五个主要主题，即伊斯兰营销及其观点、伊斯兰营销活动、伊斯兰营销中的机遇、争议和挑战、伊斯兰原则和消费者行为的决定因素以及对伊斯兰产品的认识。每个主要主题都包含在结果和讨论部分中详细讨论的子主题。

研究限制/影响

与其他研究一样，这种综合文献综述也有一些局限性。其中包括所采用的方法、缺乏对主题之间相互关系的解释以及缺乏基于伊斯兰理论的评论。这些限制导致了未来的研究方向。

实际影响

营销经理需要对伊斯兰标准有透彻的了解，并需要制定策略。此外，穆斯林之间存在相互差异，需要管理者彻底了解。此外，营销人员可以有效地利用广告来提高清真产品的知名度和增加对清真产品的需求。

原创性/价值

本研究对文献进行了综合回顾，并综合了伊斯兰营销文献，这是以前没有做过的。