Purpose The purpose of this paper is to conceptualize halal marketing from the marketing strategy perspective, particularly segmentation, targeting and positioning (STP). Design/methodology/approach A literature review is carried out for the study. Building on the STP framework, an attempt is made to conceptualize halal marketing from the marketing strategy perspective and provide its implications. Findings The findings suggest that halal marketing has emerged and is used as a segmentation strategy. Furthermore, halal marketing can be more effectively used as a positioning strategy. Research limitations/implications The paper presents the opportunity to use halal marketing by combining the Islamic principles for halal with the marketing positioning strategy. In this way, halal marketing can also be used to attract consumers from other religious segments. Originality/value The paper presents a marketing strategy perspective of segmentation and targeting. Furthermore, the paper proposes an approach for using halal as a positioning strategy.
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.
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