Handbook of Islamic Marketing [Edited by Ozlem Sandikci and Gillian Rice]

Jafari, Aliakbar (2014) Handbook of Islamic Marketing [Edited by Ozlem Sandikci and Gillian Rice]. [Review] (https://doi.org/10.1080/0267257X.2014.946272)

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This article reviews the 'Handbook of Islamic Marketing’ edited by Ozlem Sandikci and Gillian Rice. Cheltenham (UK): Edward Elgar. 2011. ISBN 978 1 84980 013 6. Within the broad context of business and management studies, there is misconception about Islam and the ‘Islamic’. For example, when, as research contexts, countries such as Indonesia, Bahrain, Turkey, Iran, Egypt, Palestine and Malaysia are attached to the overarching concept of ‘the Islamic’, it is often believed that Islam essentially unifies and exclusively rules such societies in a homogeneous manner. Handbook of Islamic Marketing tactfully questions this fallacy. The core message of the book is that there is not Islam, but ‘Islams’. As such, the book provides an excellent opportunity for the audience (both Muslims and non-Muslims) to rethink the complex relationship between religiosity, markets and marketing. I avoid the term ‘religion’ (Islam in this case) and use ‘religiosity’ deliberately because as either reported (e.g., Chapter 2) or implied in this book, it is not religion per se but religiosity that interacts with markets and marketing. Religiosity is people’s understanding of religion (Soroush, 2000), the same notion that I have elaborated elsewhere (Jafari, 2012; Jafari & Suerdem, 2012) to emphasise the discursive nature of religion. This is what an in-depth reading of the book in its entirety offers.