Islamic perspective on marketing mix
Islam is a religion that has economic and business systems that are well defined and have proven their efficacy and 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 th...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
The Social Sciences Research Society
2012
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| Subjects: | |
| Online Access: | http://irep.iium.edu.my/34063/ http://irep.iium.edu.my/34063/ http://irep.iium.edu.my/34063/1/Islamic_Perspective_on_marketing_mx.pdf |
| Summary: | Islam is a religion that has economic and business systems that are well defined
and have proven their efficacy and 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 Quran 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 paper illustrates that Islam provides a framework for the creating and
sustaining of a strong ethical marketing culture. |
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