An approach to Islamic consumerism and its implications on marketing mix

This paper discusses consumerism movement from the Islamic pointof view, which implies that all the marketing activities should be done in orderto satisfy the consumers while adhering to the tenets of Islamic ethical system.In line with this, the paper then discusses the significance and practicalit...

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Bibliographic Details
Authors: Haque, Ahasanul (Author) ; Shafiq, Ali (Author) ; Maulan, Suharni (Author)
Format: Electronic Article
Language:English
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Published: [publisher not identified] 2017
In: Intellectual discourse
Year: 2017, Volume: 25, Issue: 1
Online Access: Volltext (lizenzpflichtig)
Description
Summary:This paper discusses consumerism movement from the Islamic pointof view, which implies that all the marketing activities should be done in orderto satisfy the consumers while adhering to the tenets of Islamic ethical system.In line with this, the paper then discusses the significance and practicality ofIslamic marketing and how the traditional marketing mix can be translatedinto the Islamic marketing mix. Specific elements of the marketing mix arediscussed in light of Islamic injunctions. MaqÉsid al-Shari’Éh (Shariah-basedobjective), Qawa’id Al-Fiqhiya (Islamic legal maxims/principles) and UsulAl-Fiqh (Islamic scholars’ judgments) are the main sources to approach theIslamic consumerism and its implementations on marketing mix, where thesesources help find consumers’ rights that could show ways of marketing mix orprogram of product, price, place, promotion and people. This theoretical paperthat holds both academic and practical significance for the need of Islamicmarketing is eminent to gain a firm foothold in Muslim markets.
ISSN:2289-5639
Contains:Enthalten in: Intellectual discourse