Reflecting on various unheard and emerging critical voices from the Muslim world, this book provides critical insights on how, if and why Islam matters to marketing theory and practice. This insightful collection is relevant to those interested in marketing, consumer behaviour, Islamic studies, cultural studies and sociology.

Aliakbar Jafari is a Senior Lecturer in Marketing at the University of Strathclyde and a Chartered Fellow of the Chartered Institute of Marketing. He sits on the editorial board of Marketing Theory; Consumption, Markets & Culture; Journal of Islamic Marketing; Iranian Journal of Management Studies; and International Journal of Academic Research in Management.

Özlem Sandıkcı is Professor of Marketing and Head of the Management Department at Istanbul Şehir University, Turkey. Her research addresses sociocultural dimensions of consumption and the relationship between globalization, markets, and culture.

Introduction: Islam in Consumption, Marketing and Markets Part I: Beyond the Brand 'Islamic' 1. What Is in a Name That We Call 'Islam'? A critical inquiry into the semiotic construction of super-brand Ummah 2. Marketing Islam in a "Double Minority" Setting: The case of Singapore 3. Poverty and Socioeconomic Injustice in Muslim Geographies Part II: Islam and the Islamic Representations in the Fashionscape 4. The Commercial Limits of the Ummah? National and regional taste distinctions in the modest fashion market 5. Images of Desire: Creating virtue and value in an Indonesian Islamic lifestyle magazine 6. What Makes a Commodity Islamic? The case of veiling fashion in Turkey Part III: Towards a Reflexive Account of Theorization 7. An Islamic Model of Marketing Ethics: A critical analysis from contemporary perspectives 8. Islam, the Free Market and Economy 9. Authenticity, Religious Identity and Consumption: A reflexive (auto)ethnographic account