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ISLAMIC PERSPECTIVE ON MARKETING MIX

Year 2012, Volume: 4 Issue: 1, 121 - 131, 01.06.2012

Abstract

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

Year 2012, Volume: 4 Issue: 1, 121 - 131, 01.06.2012

Abstract

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Details

Other ID JA58DD83YY
Journal Section Articles
Authors

Mohd. Shuhaimi Bin Haji Ishak This is me

Osman Chuah Abdullah This is me

Publication Date June 1, 2012
Published in Issue Year 2012 Volume: 4 Issue: 1

Cite

APA Ishak, M. S. B. H., & Abdullah, O. C. (2012). ISLAMIC PERSPECTIVE ON MARKETING MIX. International Journal of Business and Management Studies, 4(1), 121-131.
AMA Ishak MSBH, Abdullah OC. ISLAMIC PERSPECTIVE ON MARKETING MIX. IJBMS. June 2012;4(1):121-131.
Chicago Ishak, Mohd. Shuhaimi Bin Haji, and Osman Chuah Abdullah. “ISLAMIC PERSPECTIVE ON MARKETING MIX”. International Journal of Business and Management Studies 4, no. 1 (June 2012): 121-31.
EndNote Ishak MSBH, Abdullah OC (June 1, 2012) ISLAMIC PERSPECTIVE ON MARKETING MIX. International Journal of Business and Management Studies 4 1 121–131.
IEEE M. S. B. H. Ishak and O. C. Abdullah, “ISLAMIC PERSPECTIVE ON MARKETING MIX”, IJBMS, vol. 4, no. 1, pp. 121–131, 2012.
ISNAD Ishak, Mohd. Shuhaimi Bin Haji - Abdullah, Osman Chuah. “ISLAMIC PERSPECTIVE ON MARKETING MIX”. International Journal of Business and Management Studies 4/1 (June 2012), 121-131.
JAMA Ishak MSBH, Abdullah OC. ISLAMIC PERSPECTIVE ON MARKETING MIX. IJBMS. 2012;4:121–131.
MLA Ishak, Mohd. Shuhaimi Bin Haji and Osman Chuah Abdullah. “ISLAMIC PERSPECTIVE ON MARKETING MIX”. International Journal of Business and Management Studies, vol. 4, no. 1, 2012, pp. 121-3.
Vancouver Ishak MSBH, Abdullah OC. ISLAMIC PERSPECTIVE ON MARKETING MIX. IJBMS. 2012;4(1):121-3.