Islamic marketing : addressing the Muslim market
Other Title(s)
التسويق الإسلامي : مخاطبة السوق الإسلامي
Author
Source
An-Najah University Journal for Research-B : Humanities
Issue
Vol. 26, Issue 6 (30 Jun. 2012), pp.1473-1503, 31 p.
Publisher
An-Najah National University Deanship of Scientific Research
Publication Date
2012-06-30
Country of Publication
Palestine (West Bank)
No. of Pages
31
Main Subjects
Abstract EN
The paper aims at filling a gap in international marketing literature covering the various aspects of Islamic marketing mix.
Two new elements "promise" and "patience" have been added by the author to the already existing conventional seven Ps of marketing mix.
The new elements have been embedded by the researcher as pure Islamic service industry ingredients.
The paper provides a practical perspective for understanding and implementing the various ingredients of marketing mix from Islamic perspective.
Therefore, this paper will help marketing practitioners better address Muslim and Arab countries and markets.
This analytical research design is built on the authors’ vast knowledge, expertise and years of teaching of Islamic marketing and marketing management in Islam.
The article uses Quran (Islamic law) and Sunnah (acts and sayings of prophet Mohammad) to analyze and explain relevant data.
The findings have practical implications for marketing practitioners and international investors who produce, sell and market in Muslim and Arab countries and societies.
Two new elements of marketing mix have been embedded by the researcher as pure Islamic marketing ingredients.
Islamic-marketing mix is based on value -maximization demand empathy and mercy of God’s creatures which implies refraining from doing harm to others and preventing the spread of unethical marketing practices.
In Islam, adherence to Islamic ethical framework is based on equity and justice which ensures the dignity and freedom of people's “consumers and producers” minds, consciences and souls from all types of bondage.
The findings presented will be of genuine interest to Western and nonWestern executive managers, practitioners, marketers, academics, employees and customers at large.
In Europe several companies at present start to realize that the growing presence of immigrants and new citizens with an Islamic background need to be addressed specifically.
From the findings it can be concluded that understanding Islamic marketing mix is a key to business success in Muslim and Arab countries.
This is the first paper, to the best knowledge of the researcher that conceptualizes and clarifies the various elements of marketing mix from Islamic point view with strong emphasis on Islamic business culture.
The article has added two new elements of marketing mix that have not been explored before "promise" and "patience".
Marketing practitioners, investors, researchers and academics would find this research very useful.
American Psychological Association (APA)
Abu Zanid, Samir A.. 2012. Islamic marketing : addressing the Muslim market. An-Najah University Journal for Research-B : Humanities،Vol. 26, no. 6, pp.1473-1503.
https://search.emarefa.net/detail/BIM-667936
Modern Language Association (MLA)
Abu Zanid, Samir A.. Islamic marketing : addressing the Muslim market. An-Najah University Journal for Research-B : Humanities Vol. 26, no. 6 (2012), pp.1473-1503.
https://search.emarefa.net/detail/BIM-667936
American Medical Association (AMA)
Abu Zanid, Samir A.. Islamic marketing : addressing the Muslim market. An-Najah University Journal for Research-B : Humanities. 2012. Vol. 26, no. 6, pp.1473-1503.
https://search.emarefa.net/detail/BIM-667936
Data Type
Journal Articles
Language
English
Notes
Includes bibliographical references : p. 1500-1503
Record ID
BIM-667936