Halal Service Marketing: A Strategic Perspective

Noor, Nurhafihz (2022) Halal Service Marketing: A Strategic Perspective. In: Alserhan, Baker Ahmad, Ramadani, Veland, Zeqiri, Jusuf, and Dana, Leo-Paul, (eds.) Strategic Islamic Marketing: a roadmap for engaging Muslim consumers. Contributions to NManagement Science . Springer, Cham, Switzerland, pp. 11-29.

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This chapter contributes to the nascent field of Halal service marketing and research. We begin by underscoring the importance of services for Halal markets and services marketing theory for Islamic Marketing. Through a synthesis of emerging Halal service research and an adaptation of seminal marketing frameworks for Halal markets, this chapter offers a strategic guide for managers to design and deliver better services to Muslims. The role of digital technologies such as artificial intelligence in optimizing services for Halal markets is included in this chapter.

Item ID: 79180
Item Type: Book Chapter (Research - B1)
ISBN: 978-3-030-98160-0
Keywords: market research; halal service marketing; marketing strategy
Copyright Information: Published Version © 2022 The Author(s), under exclusive license to Springer Nature Switzerland AG. The accepted manuscript may be made open access after an embargo of 24 months.
Date Deposited: 11 Jul 2023 23:01
FoR Codes: 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350611 Service marketing @ 100%
SEO Codes: 15 ECONOMIC FRAMEWORK > 1503 Management and productivity > 150303 Marketing @ 100%
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