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United Kingdom :Marketing to Muslims a desirable market for mainstream brandsMohammed Ismaeel, head of global marketing, HSBC Amanah:?There is this term that our Shariah scholar, Sheikh Nizam Yaquby coined ? ?COBM' ? which means ?cost of being a Muslim'. Muslims are telling us that they should not be penalised for being a Muslim. More importantly, they should have a choice on who they can bank with; and they want the same pricing, quality of service and treatment that they could get from...
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