Where is “Islamic marketing” heading?

Developments in the growing field of Islamic marketing raise scholarly interest into its foundational principles and the many directions the field is taking. Guided by the diversity in general marketing thought and the related literature, as well as the abundant research approaches investigating the socio-religious and societal aspects of marketing, this article raises critical questions around the emerging field of Islamic marketing. The article is a rejoinder to Jafari and Sandikci's (2015) commentary on El-Bassiouny (2014) offering a critical account of Islamic marketing in an effort to guide the field's development trajectories and engage in intellectual dialogue with interested scholars, practitioners, and educators.