Winning the loyalty of the Muslim market


Companies wanting to sell to a mass market have traditionally looked at the potential of the huge populations of India and China.

But now businesses are turning their attention to a new audience: the global Islamic community.

With nearly a quarter of the world's population being Muslim, it is a big draw.

Why is marketing to Muslims any different to selling to other communities, and what is the key to success in cracking the market?

Katy Watson reports.

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