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Handbook of Research on Ethnic and Intra-cultural Marketing

Investigating how markets are becoming increasingly similar across countries while simultaneously becoming more diverse and heterogeneous within countries, this timely Handbook explores novel and under-researched sub-cultural marketing segments. Contributions from a diverse group of established and emerging marketing scholars examine how we might better understand and serve new generations of consumers from a variety of generational, ethnic, and religiously diverse market segments.

There is also a sense of recognition in non-Islamic countries for marketing Islamic-compliant products. ... For instance, marketing for Islamic banking services, Islamic tourism, hajj (pilgrimage), and Islamic social business with usury ...