Segmenting, targeting and positioning in Islamic marketing

Purpose This study aims to conceptualize the basic Islamic marketing (IM) process according to Shari’ah , addressing some of the queries raised by scholars on halal and marketing. Design/methodology/approach A qualitative approach and content analysis have guided to shape segmentation, targeting and positioning (STP) with the help of secondary data from conventional and IM. Required Qur’anic verses and hadiths have been galvanized to shape STP...