Revisiting exchange concept: a rationale for marketing mix in Islamic marketing / Johari Abdullah

Revisiting exchange concept: a rationale for marketing mix in Islamic marketing / Johari Abdullah

Marketing mix has been the cornerstone of the discipline and dominating marketing early thought. This concept has been the focal point in the development of conventional managerial paradigm with strong adherence to its normative pillars of ‘4 Ps’. History has shown that a new paradigm constantly shi...

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Main Author: Abdullah, Johari
Format: Article
Language:English
Published: Faculty of Business and Management, Universiti Teknologi MARA, Puncak Alam Campus 2017
Subjects:
Marketing
Online Access:http://ir.uitm.edu.my/id/eprint/18982/
http://ir.uitm.edu.my/id/eprint/18982/
http://ir.uitm.edu.my/id/eprint/18982/1/AJ_JOHARI%20%20ABDULLAH%20JIBE%20B%2017.pdf
id uitm-18982
recordtype eprints
spelling uitm-189822018-01-30T07:41:06Z http://ir.uitm.edu.my/id/eprint/18982/ Revisiting exchange concept: a rationale for marketing mix in Islamic marketing / Johari Abdullah Abdullah, Johari Marketing Marketing mix has been the cornerstone of the discipline and dominating marketing early thought. This concept has been the focal point in the development of conventional managerial paradigm with strong adherence to its normative pillars of ‘4 Ps’. History has shown that a new paradigm constantly shifting the status quo of such concept into more advance findings. The objective of this paper is to present the rationale of marketing mix in Islamic marketing. Despite the evolution of marketing mix paradigm over more than 40 years, it is undeniable that such classical marketing canon has its root from concept of exchange. By using both qualitative and quantitative approaches in the development of instruments has led to the development of the 5Cs model. It is aimed to proposed a more advance finding derived from an Islamic perspective towards the concept. In depth literature review and survey has found a distinct set of marketing mix variables catering to Muslim consumer that are in line with Islamic principles. 5Cs models of Commitment, Characteristics, Conformity, Conscience, Customer centric offers a new way of marketing to Muslim consumers governed by Islamic principles and injunctions. Therefore, 5Cs model can be applied in many areas, for instance in Halal industry. It is recommended that business and academia will apply and further develop the model as it will enrich the framework and as to remain relevant. Faculty of Business and Management, Universiti Teknologi MARA, Puncak Alam Campus 2017-06 Article PeerReviewed text en http://ir.uitm.edu.my/id/eprint/18982/1/AJ_JOHARI%20%20ABDULLAH%20JIBE%20B%2017.pdf Abdullah, Johari (2017) Revisiting exchange concept: a rationale for marketing mix in Islamic marketing / Johari Abdullah. Journal of International Business, Economics and Entrepreneurship (JIBE), 2 (1). pp. 45-56. ISSN 2550-1429 https://jibe.uitm.edu.my/
repository_type Digital Repository
institution_category Local University
institution Universiti Teknologi MARA
building UiTM Institutional Repository
collection Online Access
language English
topic Marketing
spellingShingle Marketing
Abdullah, Johari
Revisiting exchange concept: a rationale for marketing mix in Islamic marketing / Johari Abdullah
description Marketing mix has been the cornerstone of the discipline and dominating marketing early thought. This concept has been the focal point in the development of conventional managerial paradigm with strong adherence to its normative pillars of ‘4 Ps’. History has shown that a new paradigm constantly shifting the status quo of such concept into more advance findings. The objective of this paper is to present the rationale of marketing mix in Islamic marketing. Despite the evolution of marketing mix paradigm over more than 40 years, it is undeniable that such classical marketing canon has its root from concept of exchange. By using both qualitative and quantitative approaches in the development of instruments has led to the development of the 5Cs model. It is aimed to proposed a more advance finding derived from an Islamic perspective towards the concept. In depth literature review and survey has found a distinct set of marketing mix variables catering to Muslim consumer that are in line with Islamic principles. 5Cs models of Commitment, Characteristics, Conformity, Conscience, Customer centric offers a new way of marketing to Muslim consumers governed by Islamic principles and injunctions. Therefore, 5Cs model can be applied in many areas, for instance in Halal industry. It is recommended that business and academia will apply and further develop the model as it will enrich the framework and as to remain relevant.
format Article
author Abdullah, Johari
author_facet Abdullah, Johari
author_sort Abdullah, Johari
title Revisiting exchange concept: a rationale for marketing mix in Islamic marketing / Johari Abdullah
title_short Revisiting exchange concept: a rationale for marketing mix in Islamic marketing / Johari Abdullah
title_full Revisiting exchange concept: a rationale for marketing mix in Islamic marketing / Johari Abdullah
title_fullStr Revisiting exchange concept: a rationale for marketing mix in Islamic marketing / Johari Abdullah
title_full_unstemmed Revisiting exchange concept: a rationale for marketing mix in Islamic marketing / Johari Abdullah
title_sort revisiting exchange concept: a rationale for marketing mix in islamic marketing / johari abdullah
publisher Faculty of Business and Management, Universiti Teknologi MARA, Puncak Alam Campus
publishDate 2017
url http://ir.uitm.edu.my/id/eprint/18982/
http://ir.uitm.edu.my/id/eprint/18982/
http://ir.uitm.edu.my/id/eprint/18982/1/AJ_JOHARI%20%20ABDULLAH%20JIBE%20B%2017.pdf
first_indexed 2023-09-18T23:01:36Z
last_indexed 2023-09-18T23:01:36Z
_version_ 1777418210017017856

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