At the time of this writing, Islamic Marketing is a very new field of Marketing, at its infancy stage.
The challenge of any new theory is two-fold when we add the word “Islamic” to it. On one hand, a serious development of the theory cannot possibly come from any literalist reading of the texts. Such a new field requires a good mastery, or at least the working together of scholars, of both the Islamic texts related to the deen and dakwah, and the sciences of contemporary marketing.
The other danger comes from the other side of the spectrum, in which we end up “Islamicizing” methods without really addressing root problems in which some of those marketing methods had been originally developed for, which may not stay faithful to our Islamic principles. The danger here is that we may end up making an ends seemingly “halal” by making the means halal. The ends never justify the means, and clever branding on our parts will not do justice to Islam. Included in this danger is also the temptation to give in to any popularist theorists and culture or for freedoms of expression and openess without considering too how we still are rooted to Islamic principles and ethics.
The key to a successful Islamic Marketing body of knowledge is the ability to navigate in between these two pitfalls, with good research, and collaboration of textual scholars and contemporary marketing scholars.