Title: Islamic Shari'ah-compliant marketing

Authors: Munazza Saeed; Aysha Karamat Baig

Addresses: Riphah International University, Pakistan ' Riphah International University College, Main campus, sector I-14 Islamabad, Faisalabad, Pakistan

Abstract: The purpose of this paper is to conceptually demonstrate Islamic Shari'ah compliance in conventional marketing. We build upon two strands of literature. The first belongs to Islamic economics, Islamic business ethics, Islamic banking and finance, consumer rights, and conventional marketing, and the second focuses on Islamic Shari'ah. The lack of extensive research on Islamic marketing makes the profundity of argument limited to a certain extent. Islamic teachings are civilised, good and absolute for all time. Marketing products should be lawful, prices should be fair, and the objective should be to generate reasonable and just profit on sales. Islam does not bear intervention in the market system by hoarding, adulterating, short measuring or other forms of exploitation. This paper attempts to exclusively discuss the concept of Islamic Shari'ah marketing tactics: differentiation, marketing mix, and selling in detail.

Keywords: Islamic Shari'ah; differentiation; marketing mix; selling; Shari'ah compliance; Islamic economics; Islamic business ethics; Islamic banking; Islamic finance; consumer rights.

DOI: 10.1504/IJSEI.2013.054160

International Journal of Social Entrepreneurship and Innovation, 2013 Vol.2 No.2, pp.166 - 178

Received: 16 Feb 2013
Accepted: 16 Feb 2013

Published online: 25 May 2013 *

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