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Incorporating Islamic ethic elements into marketing mix paradigm

Shafin, Nazree and Kasim, Rozilah (2018) Incorporating Islamic ethic elements into marketing mix paradigm. Financial Risk and Management Reviews, 4 (1). pp. 24-33. ISSN 2411-6408

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Abstract

To consider the extent to which the dynamism of ethic elements from four commendable characteristics of Prophet Muhammad (PBUH) fits within existing marketing mix framework thinking in strengthening marketing mix approach of Islamic business. This can be achieved through analyzing selected elements of Islamic ethic features, that are derived from the four (4) commendable characteristics of the Prophet Muhammad (PBUH): Siddiq (Truthfulness), Amanah (Trustworthiness), Fathanah (Wisdom), and Tabligh (Advocacy), abbreviated as SAFT to be incorporate as a catalyst to strengthen the marketing mix approach and thus propose a practical Islamic Marketing Mix as a competitive marketing tactic. Analytical and comparative analyses are used and study reveals four ethic elements in Islamic perspective that can be potential elements in developing a practical Islamic Marketing Mix for any business whether Islamic or non-Islamic.B

Item Type: Article
Uncontrolled Keywords: Marketing mix; Islamic marketing mix; Islamic ethic elements/SAFT (Siddiq,Amanah,Fathanah,Tabligh); Islamic Ethic; 4P.s (Product, Price,Promotion, Place).
Subjects: H Social Sciences > HF Commerce > HF5001-6182 Business
Divisions: Centre of Diploma Studies > Department of Information Technology
Depositing User: Mr Abdul Rahim Mat Radzuan
Date Deposited: 25 Dec 2019 16:19
Last Modified: 25 Dec 2019 16:19
URI: http://eprints.uthm.edu.my/id/eprint/12029
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