This book presents selected chapters from the proceedings of the 15th Global Islamic Marketing Conference (October 2024), showcasing contemporary research that reflects the diversity, complexity, and dynamism of Islamic markets worldwide. Drawing on empirical studies from Turkey, Indonesia, Malaysia, Morocco, Jordan, Saudi Arabia, Afghanistan, South Asia, China, and India, the volume offers timely insights into how Muslim consumers, businesses, and institutions navigate rapidly changing economic, social, and technological landscapes. 

The chapters cover a wide spectrum of themes central to Islamic marketing and business. These include halal food purchase decisions, collaborative relationships in halal beef value chains, consumer reactions to global crises such as the war in Gaza, and generational perspectives on boycotts among Muslim youth. Several studies investigate pressing market issues, from counterfeit mobile phone purchases in Malaysia to service quality perceptions shaped by gender in Saudi Arabia, and from branding dynamics among Moroccan football audiences to the broader socio-economic contributions of the Minangkabau community. A strong emphasis is placed on contemporary challenges and opportunities in digital transformation. Contributions examine online reviews and booking intentions in tourism, the adoption of digital marketing in SMEs, and the rise of digital home-based businesses, particularly among women entrepreneurs. Additional chapters explore the intersection of technology, well-being, and society, including mobile phone addiction moderated by mindfulness, and the implications of artificial intelligence for sustainability, entrepreneurship, and the food and beverage manufacturing sector.

This volume offers scholars, graduate students, policymakers, and consultants a rich and empirically grounded understanding of Islamic markets today. It provides both theoretical advancement and practical insights for those seeking to engage effectively with Muslim consumers, develop ethical and culturally aligned strategies, and better understand business practices across Islam-oriented regions.

Baker Ahmad Alserhan is Professor in Business Administration at Princess Sumaya University for Technology in Amman, Jordan. This book is his fifth with Springer, including Strategic Islamic Marketing and four proceedings from the pioneering Global Islamic Marketing Conference. Dr. Alserhan is the founder of the discipline of Islamic Marketing and authored the seminal book in the discipline: 'The Principles of Islamic Marketing'. He is also the President of the International Islamic Marketing Association (IIMA) and Chair of the Annual Global Islamic Marketing Conference (GIMAC) and the Annual Halal Pharma Forum. He founded two academic journals -- Journal of Islamic Marketing and Journal of Islamic Marketing and Branding, and three in Arabic on the same topic. Dr. Alserhan is a prolific, published researcher of peer-reviewed scientific papers, public speaker, and consultant with research interests in Islamic marketing and branding, Islamic hospitality, Islamic lifestyles, and Islamic business studies.

Prof. Rajasekhara Mouly Potluri is Professor of Management / Marketing with thirty-three years of industry/teaching experience in around ten countries. Dr. Raj holds a Ph.D. and M.Phil. in Management/Marketing from Shivaji University, an MBA (Marketing), and a Master of Commerce (Banking) from Andhra University, India. He has published and presented around a hundred and twenty research articles, books, book chapters, and case studies in renowned peer-reviewed journals indexed in Scopus, ABDC, SSCI, IEEE, KCI, and international conferences and won more than twenty best research paper awards and academic Service Excellence Awards. In addition to that, Prof Mouly, has extensive teaching and research experience in multi-cultural and multi-ethnic environments in India, Ethiopia, Kazakhstan, South Korea, Nigeria, and the United Arab Emirates. His research interests are marketing, Islamic marketing, CSR, HRM & OB, and entrepreneurship.

Dr. Youssef Chetioui is an associate professor of Marketing & research methods at the School of Business Administration of Al Akhawayn University in Ifrane, Morocco. Dr. Chetioui has also served as a research fellow at the Colegio Universitario de Estudios Financieros (CUNEF), Complutense University in Madrid, Spain & as a visiting professor at Hertfordshire University in Hatfield, United Kingdom. As well, he served as a co-researcher on large scale international programs for research and innovation sponsored by the European Commission. His research focuses on the use of quantitative methods to understand consumers’ attitudes and purchase behaviour.