Abstract

Objectives: This study aims to trace the historical evolution of Islamic marketing from the Halal certification movement to contemporary digital practices; to synthesize ethical and theoretical foundations; and to identify opportunities, tensions, and future research and practice priorities for the field. Methods: This research employs a qualitative, descriptive methodology grounded in systematic literature review principles. A systematic review of the main body of knowledge on Islamic marketing over the past few years was conducted using available sources, both traditional and electronic. Results: The analysis shows a clear trajectory: (1) grassroots Halal assurance in the mid-20th century -- (2) institutional standardization led by national bodies -- (3) expansion into a multi-sector global economy -- (4) emergence of an Islamic-values marketing paradigm -- (5) rapid digitization (e-commerce, social media, fintech, AI, blockchain). Core opportunities include scale, community engagement, and data-enabled personalization. Persistent challenges include fragmented certification, variability in jurisprudential interpretation, and authenticity risks (technical compliance vs. value-driven practice). Trust, ethical communication, and culturally sensitive execution strongly mediate consumer response. Conclusions: Islamic marketing has matured from a niche adaptation to a comprehensive values-based business philosophy. Progress now hinges on three priorities: (1) coordination and transparency in standards and assurance, (2) ethically governed technology adoption that protects privacy and dignity, and (3) context-responsive strategies that respect intra-Muslim diversity.