Constructing marketing thought: the case of Islamic marketing

This study conducts a bibliographic and content analysis of articles published to-date in the Journal of Islamic Marketing and the International Journal of Islamic Marketing and Branding in order to assess the scope of coverage and topics/themes discussed.The study found that the highest number of articles have been published on banking and finance-related issues in both journals.On the other hand, such other areas as new product development and comparative analysis have not experienced much research activity.The results of these analyses serve as a guide to areas where researchers could shine more light and to editors on where to encourage more submissions.