Abstract

Ḥalāl is no longer understood as solely concerning food consumption or ritual slaughter. It is at the centre of the global Muslim food industry and logistics is one of its driving forces. The growing demand for ḥalāl food integrity contributes to the need for ḥalāl logistics. However, ḥalāl logistics operation has thus far not been warmly received by the industry thus hampering the availability of such services. This conceptual study attempts to illuminate the issue by addressing ḥalāllogistics from a marketing perspective. The concept of marketing mix and how it can be practiced by industrial players in marketing or promoting ḥalāl logistics services underpins our discussion. Existing literature is reviewed and discussed to ascertain the link between ḥalāl logistics and the 7Ps of its marketing mix, namely, product, place, price, promotion, people, process, and programme.