Integrative review of Islamic marketing

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 cons…