Resumen

SALAS-CANALES, Hugo Jesús. Islamic marketing and Halal market opportunities: A systematic literature review. Revista San Gregorio [online]. 2022, vol.1, n.50, pp.116-132. ISSN 2528-7907.  https://doi.org/10.36097/rsan.v0i50.1933.

Marketing, like many other areas of knowledge, has evolved over time. One of the trends that has begun to arouse the interest of the business and academic sector is Islamic marketing, which is characterized by a strong influence of religion (Islam) in the buying decision process; moreover, such consumer only acquires products and services allowed (known as Halal) out of respect for Islamic law (Sharia). For the present exploratory systematic review, a thorough literature search was conducted, focusing on scientific articles published during the period 2015-2021 and located in bibliographic databases of worldwide scope (mostly in Scopus and Web of Science), being able to evidence the lack of research on the subject in Spanish language. After the above, it was concluded that Islamic marketing is a trend that has begun to arouse the interest of researchers; in addition, organizations must be consistent with the Islamic doctrine if they intend to enter and position themselves in this market.

Palabras clave : Islamic marketing; Halal market; Muslim consumer behavior; Sharia.

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