Title: Integrated marketing communication: a spiritual and an ethical Islamic perspective

Authors: Siti Aishah Chu Abdullah; Mohd Nizam Sahad

Addresses: School of Communication, Universiti Sains Malaysia, 11800 Minden, Penang, Malaysia ' School of Humanities, Universiti Sains Malaysia, 11800 Minden, Penang, Malaysia

Abstract: The purpose of this study is to ascertain the importance of spiritual elements and ethics to marketing strategy. The study uses critical review of the literature for insights on the integrated marketing communication (IMC) as an example of marketing strategy and Islam as a representative of spiritual elements and ethics. The study discovers that IMC could be highly potential in creating quality relationship with the consumers when the consumers' religious values are emphasised. IMC is also in line with the Islamic marketing concept that focuses on the rhetoric of common good and prohibits organisations from abandoning the personal value of consumer. Notwithstanding the fact, the Muslims' perspective of an integrated approach in marketing comes together with the humans' duty as vicegerent of Allah SWT in order to sustain a good personality in this world and hereafter.

Keywords: ethics; marketing strategy; integrated marketing communication; IMC; religion; Islam; spiritual perspective; ethical perspective; marketing strategy; Muslims; religious values; Islamic marketing; common good; personal values.

DOI: 10.1504/IJIMB.2016.081307

International Journal of Islamic Marketing and Branding, 2016 Vol.1 No.4, pp.305 - 320

Received: 08 Oct 2015
Accepted: 01 Mar 2016
Published online: 04 Jan 2017 *

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