... be contacted at: m.islam@ebaub.edu.bd . Consumer behavior Product development Marketing theory Islamic marketing Halal market Islamic branding Islamic marketing (IM) has emerged as a challenger and “torchbearer” to conventional marketing (Wilson and Grant, 2013). With the existing marketing...

... reflexivity and self‐critique. Research limitations/implications The paper highlights the constructive value of critical approach to the development of marketing theory and practice. Originality/value This paper reflects the author's personal viewpoint on the production of knowledge and improving...

...Muhammad Arham Purpose The paper aims to conceptually exhibit modern marketing theory from an Islamic perspective. Design/methodology/approach The paper is conceptual and qualitative in nature. It originated from two mainstream publications. The first belongs to the ones which discuss Islamic...