The purpose of this paper is to encourage a critical dialogue within the realm of Journal of Islamic Marketing. It invites marketing scholars and practitioners working on various topics related to Islam and Muslim societies to adopt fresh theoretical and methodological positions that would enhance the understanding of multiple marketing and market dynamics in Muslim societies.
The author uses a critical approach.
The author suggests that the advancement of knowledge in the area of Islamic marketing requires reflexivity and self‐critique.
The paper highlights the constructive value of critical approach to the development of marketing theory and practice.
This paper reflects the author's personal viewpoint on the production of knowledge and improving practice in the realm of Islamic marketing.
