The Birth of Muslim Marketing – An Evolution of Managerial Economics to a Specialized Culture Science

Scientific Essay 2010 8 Pages

Business economics - Offline Marketing and Online Marketing


The Birth of Muslim Marketing – An Evolution of Managerial Economics to a Specialized Culture Science


Cultural misunderstandings and the high transaction costs exerted by it, introduced a reorientation of classical marketing thinking. The evolution began and marketing developed from a classical, up to the relatively recent discipline of the intercultural variance. Muslim marketing, as a new research approach, marks the beginning of a new era and possesses the potential of completing the journey of integrating cultural aspects, started by intercultural marketing, and thus to change the past self-understanding of managerial economics lastingly towards a specialized culture science.

The Birth of Muslim Marketing – An Evolution of Managerial Economics to a Specialized Culture Science

The last two decades were indicative for transnational acting enterprises in various regards: Motivated by high transaction costs due to fading out cultural differences, and in consequence the appearance of cultural misunderstandings, the frequently expensively paid realization stepped to light that, against the background of global marketing activities, it was not sufficient enough to simply ´export´ the locally or regionally successful marketing-mix into other countries.

From classical to intercultural marketing

Furthermore, international marketing did not become fair the demand of a culture-adequate marketing, because particularly within the range of market segmentation, mostly an uncritical transmission of national criteria on international markets was made, and thus, countries and cultures often became an equal footing. The ability of successfully communicating with humans of different culture areas was in demand and rang the birth of intercultural marketing. As an advancement of the classical marketing instruments (price, product, distribution and communication politics), intercultural marketing places itself for the first time systematically to the requirements and challenges of customers of different origins under special consideration of a multiplicity of cultural sources. These can lie, among other things, in the selective perception, language or religion of the addressed target audience. Thus, intercultural marketing represents a holistic marketing approach, including other science disciplines (psychology, sociology, comparative sociology, anthropology, comparative jurisprudence).

The future of managerial economics

In order to become fair this holistic requirement, the managerial economics will have to change their theoretical self-understanding of an applied natural science and thereby develop itself evolutionary to a specialized culture science. This advancement, as difficult as it may be for most economists, saves according to Meissner „… straight in this forming out an important future potential both for the subject, but beyond that also for the enterprises and for the society altogether … “(Meissner, 1997, Page 11). Remarkably, the demand after an inclusion of cultural aspects into managerial economics is not new: Bendixen mentioned already 1991 in his book, Foundations of Economics - Ecology and Culture” critically the circumstance of the methodological impressive detachment of economics from the material reference framework of economy and the cultural horizon (Bendixen, 1991). Since culture determines consumer behavior as the most important measured variable, the constructional and fundamental criticism from Bendixen is all too understandable.

Intercultural marketing got the “ball of cultural argument” with internal and external customers rolling, which should not mislead about the fact that, this still very recent discipline has some clear limitations: Since the culture term is not clearly certain, indeed 166 definitions for culture exist, scientific proceedings must be discussed around the dynamics and seized phenomena.

At this point, as a theoretical basis of future research work, a clear and unmistakable definition of the culture term is needed (Emrich, 2007). With regard to operationalization-possibilities, there exist promising and descriptive appendages, which, however, are empirically not verifiable. As example, the hierarchical appendage of Netherlands social psychologist and culture researcher Geert Hofstede should be mentioned.

Nevertheless the inevitably interdisciplinary aligned research appendage of intercultural marketing will rudimentary contribute to direct managerial economics to the cultural, and thus also, economics reality.

The reader of the available article will now be irritated a little by the word ´rudimentary´, because it seems not to fit into the context of past expressions at all. Nevertheless, the word ´rudimentary´ was selected quite consciously: Already now, a new academic economic discipline arises on the scientific horizon of the 21st century. An academic discipline, which will, at least partly, draw its force from the realizations of intercultural marketing won so far. An academic discipline, that will challenge the traditional marketing thinking of the occident. An academic discipline, that will finalize the evolution from managerial economics to a specialized culture science, lastingly and completely.

A new concept

An innovative and new research approach, which will revolutionize marketing in the coming decades, is Muslim marketing!

A short representation of the current and future demographic development of the Muslim population in Germany shall show introductory and exemplary the meaning of this target group for enterprises quite plainly. The numbers published here are from Zentralinstitut Islam-Archiv-Deutschland Stiftung e.V., which for its part receives the data from Germany’s Federal Office for statistics. Annually, since 2000 , Zentralinstitut Islam-Archiv-Deutschland Stiftung e.V. publishes data about the Muslim minorities.

illustration not visible in this excerpt

Figure 1: Muslim population trend in Germany

Source: Zentralinstitut Islam-Archiv-Deutschland Stiftung e.V. (2005)

The aforementioned numbers show impressively the change of the German society in the future. The effects resulting from this will extend to all ranges of the public and private sector and even the subject of economics will have to face this fact. Consequentially, the formulation of the following thesis appears to be not fallacious: Before the background of the principle of urgency, the change of managerial economics to a specialized culture science will occur naturally and inevitably.

Knowledge of Islam as basis for Muslim marketing

Before a definition of Muslim marketing can take place, the essential term of Islam needs to be explained. Islam is a word of Arab origin and designates „the devotion to Allah “, the one God, and complete subjecting under his will. With this expression, Allah names Islam, the religion of the Muslims, in the Qur´an, the holy book. The word ´Muslim´ - derived from the same word root ´slm´ as ´Islam´, „… designates the one, who completely subjected himself under the will of Allah…“(Rida, 1999). Therefore, Muslim marketing is the consistent adjustment of all marketing efforts towards the Muslim consumer.

Which presents itself first as relatively simple accompanies in fact with a complexity degree that is hardly representable, if one becomes conscious that Islam covers all areas of the Muslim’s life and becomes practically converted by him through the observance of the Islamic laws. The realization following that Islam affects each area of the Muslim’s life, shows the attentive Marketer of the 21st century already today which potential and challenges he has to face.



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Title: The Birth of Muslim Marketing – An Evolution of Managerial Economics to a Specialized Culture Science