Halal Marketing in a Multicultural Region

Abstract

Introduction. While Halal market is a dynamically developing and promising one, it has not been sufficiently studied. Its potential in the multi-confessional Republic of Tatarstan is associated with the growing demand for goods and services that are in accordance with the canons of Islam, which stimulates marketing activities. The article is of particular relevance as it is essential to have better scientific understanding of marketing aspects of the rapidly developing Halal products market. The goal of the article is to assess the state of marketing in several segments of a regional market of Halal products using the case of the Republic of Tatarstan. Materials and Methods. The research applied the methods of comparison, analysis and synthesis; Internet resources and the authors' field materials were used as examples. Results. Economic, social and cultural conditions for the development of Halal industry are listed. It is proved that the popularity and development prospects of the trend make it very attractive for business and cause the expansion of areas and forms of application of marketing tools to promote it on the market. The international experience of Halal industry development is analyzed, the problems of Halal market, the emergence of which was caused by the existing practice of marketing tools application, are revealed. Formulated are the framework proposals concerning the need to coordinate the efforts of the state and the Muslim community in the field of protection of the interests of consumers of Halal products as well as those regarding the centralization of procedures for certification of Halal products by Muslim organizations. Discussion and Conclusions. The authors' conclusions on the need to strengthen cooperation between the state and religious organizations in the field of quality control of Halal products, as well as proposals for a careful study of the relevant experience of Lithuania, have practical significance. The prospects of the research are in more thorough scientific examination of the steadily growing Halal products marketing practice. The article will be useful for managers of companies which are part of the Halal market, for specialists in certification of products in accordance with the standard of "Halal", for government and municipal officials responsible for the regulation of the consumer market as well as for scientists engaged in studies of the Islamic economy.