The new wave of transformational Islamic marketing

Purpose The purpose of this paper is two‐fold: first, to reflect on the subject discipline of Islamic marketing and connecting activities in the Journal of Islamic Marketing . And, second, to capture key discussions and experiences, with the aim of refining definitions and approaches; in order to set a clear vision for scholarship in the field. Design/methodology/approach Expert knowledge elicitation from literature, key practitioners and academics, whilst serving on the Editorial Advisory Board; using participant observation methods and the Socratic elenchus. Data were gathered whilst the author presented at conferences and held a series of guest lectures, over a two‐year period in: India, Indonesia, Iran, Malaysia, Kingdom of Saudi Arabia, United Arab Emirates, and UK. Findings The term “Islamic marketing” is still very new, and reflective of an emergent phenomenon which stretches across the Muslim world and beyond. It draws from established subject disciplines in Business and Management, but also reaches into areas of Islamic studies and other social sciences. Furthermore, its interest and applicability has garnered support from those regardless of any Islamic faith. As such, there are varying perspective and standpoints, which have raised discussions as to how this phenomenon should be defined and understood; and moving forward should be researched and served by practitioners. Originality/value This paper gives consideration to a fan of opinions and the challenges faced, as are commonplace with any newly identified phenomenon. In addition, two models are offered as a basis for understanding how research can be undertaken, which has to balance two axes: Islamic studies and marketing; and Heterodoxy and orthodoxy.