Islamic perspective on marketing mix
Islam is a religion that has economic and business system s that are well defined and have proven their efficacy a nd strength. In fact, Islam is a religious faith which cannot be separated from the realities of daily human activities, either religiosity, social or commercial. Given the scenario t...
| Main Authors: | , |
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| Format: | Conference or Workshop Item |
| Language: | English English |
| Published: |
2012
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/34070/ http://irep.iium.edu.my/34070/1/Izmir.jpg http://irep.iium.edu.my/34070/5/Islamic_Perspective_on_marketing_mx.pdf |
| Summary: | Islam is a religion that has economic and business system
s that are well defined and have proven their efficacy a
nd strength. In fact, Islam is a religious faith which cannot be separated from the realities of daily human activities, either religiosity, social or commercial. Given the scenario that commercial transactions are part and parcel of human daily activities, Islam provides a framework that shapes the moral and ethical behaviour of all commercial endeavours. Islamic teachings cover all commercial transactions, whether international or local. In
marketing practices, Islamic teachings embedded in the Qur
an and the traditions of the Prophet (saw) have a foundation that is based on equity and justice. With
this in mind, the paper attempts to identify
the salient characteristics of the Islamic perspective on the framework of marketing mix. The paper analyses the
five Ps of marketing mix which are product, price, promotion, place and people from the perspective of Islam. The paper adopts the methodology of evaluating the prevailing practices of marketing mix from an Islamic perspective with the sole aim to highlight the efficacy and strength of an Islamic ethical framework. Finally, the p
aper illustrates that Islam provides a framework for the creating and sustaining ofa strong ethical marketing culture |
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