Marketing to the Muslim World. Reaching 1.5 Billion Consumers

From a marketing perspective, the growing influence of Islam is bound to have a widespread effect on Muslims' consumption, yet many brands and their marketers are failing to connect with consumers who have combined disposable income in excess of $170 billion per year in the United States alone. Based on a study conducted by J.

From a marketing perspective, the growing influence of Islam is bound to have a widespread effect on Muslims' consumption, yet many brands and their marketers are failing to connect with consumers who have combined disposable income in excess of $170 billion per year in the United States alone. Based on a study conducted by J. Walter Thompson, this groundbreaking work presents research findings that explore how Islam is reflected in the attitudes, behavior, and preferences of Muslim consumers and identifies which brands and products they are more likely to favor, which ones they avoid, and which factors determine their choices.