Open AccessMarketing strategies from the Islamic Perspective: Reviewing the relevance of elements of the marketing mix
Author(s) -
Nurul Farhasir,
Rosmimah Mohd Roslin,
Muhammad Nasir,
Muhammad Nur Firdaus Nasir
Publication year - 2020
Publication title -
journal of emerging economies and islamic research
Language(s) - English
Resource type - Journals
ISSN - 2289-2559
DOI - 10.24191/jeeir.v8i3.9952
Subject(s) - credence , marketing , marketing mix , context (archaeology) , relevance (law) , business , marketing management , quantitative marketing research , marketing strategy , marketing mix modeling , product (mathematics) , promotion (chess) , islam , return on marketing investment , marketing effectiveness , computer science , political science , mathematics , paleontology , philosophy , geometry , theology , machine learning , politics , law , biology
This conceptual paper addresses the relevance of the marketing mix elements in the context of the Islamic business framework. Using product, price, place of distribution, promotion and people as the bases of discussion, this article relates the implications of riba(interest), gharar(excessive uncertainty), and maisir (gambling) in the context of business. Additionally, the issues of halaland haramare given credence in addressing the implementations of the marketing mix elements. Using the Al-Quran and Sunnah as sources of reference, this paper addresses the expected actions of marketers in establishing and executing their marketing strategies.