Cette recherche a pour objectif d’examiner l’influence de la religion musulmane sur la pratique du marketing. Elle présente les principes, valeurs et normes islamiques indispensables pour adapter les stratégies et les outils du marketing au marché islamique. Afin d’étudier le degré d’adaptation et d’intégration de ces valeurs et normes dans les pratiques des entreprises qui s’adressent au marché islamique, une étude exploratoire a été menée auprès de ces entreprises. Puis une seconde étude exploratoire a été réalisée auprès des consommateurs dans le but d’étudier leurs positions et comportements vis-à-vis de ces pratiques ainsi que leurs perceptions sur l’arrivée d’un marketing islamique universel. Les résultats obtenus montrent que si le degré d’engagement des entreprises et le niveau d’adaptation du marketing dépendent de plusieurs variables, une adaptation et intégration complète est cependant possible. Ainsi, il apparait que l’on peut anticiper l’arrivée future d’un marketing islamique cadré, avec des outils et techniques définis, clairs à adapter et prêts à être appliqués. / This research aims to examine the influence of Islam in the marketing field. It presents Islamic fundamentals, values and norms required to adapt marketing strategies and tools on the Islamic market. To study the degree of adaptation and integration of these values and standards into companies that target Islamic market, an exploratory study was conducted with these companies. Then a second exploratory study was conducted with consumers in order to study their behavior towards these practices and their perceptions about the arrival of a universal Islamic marketing. The results show that the engagement degree of companies and the level of marketing adaptation, depend on several variables, and a full adaptation and integration is possible and affirmed. Thus, it appears that there is a high probability of the arrival of an Islamic marketing with well-defined tools and techniques, ready to be applied.

Made available in DSpace on 2016-04-25T19:20:49Z (GMT). No. of bitstreams: 1 Renato Pinto de Almeida Junior.pdf: 5629264 bytes, checksum: 0ea3f4ef483095945c88bcc601e3617a (MD5) Previous issue date: 2007-10-18 / This work has in its aim to understand the consumers motivation, relationed to religiosity, this way justifying the existence of a specific market niche and the main operational gearing, in this market. In it, the bases for the conclusions are centred in a specially developed field research, relationing religion and the marketing applied to the products belonging to the Catholic religious practices, Protestants of several titles, Afro-Brazilian religions and the New Era movement. The main discovery is that religious faith is the determining factor of the retailing market of religious products, acting and interacting with other economic and social factors / Este trabalho tem como objetivo, entender as motivações dos consumidores de pro-dutos relacionados à religiosidade, justificando desta maneira, a existência de um nicho mercadológico específico e a principal alavanca operacional nesse marcado. Nele, a base para as conclusões está centralizada em uma pesquisa de campo especialmente desenvolvida, relacionando a religião e o marketing aplicado sobre os produtos da prática religiosa católica, protestantes das diversas denominações, das religiões afro-brasileiras e do movimento nova era. A principal descoberta é que a fé religiosa é o fator determinante do mercado varejista de produtos religiosos, agindo e interagindo com os demais fatores econômicos e sociais