Topic 7

DEFINITION OF ISLAMIC MARKETING

Islamic Marketing is the study of marketing phenomena relative to Islamic principles or within Muslim societies (Jafari, 2012). It includes:

  1. Religion-based marketing: Guided by Islamic Shariah (Alserhan, 2011).
  2. Targeting Muslim consumers: Practices by any company aimed at Muslim markets.
CORE DEVELOPMENT POINTS
  • Shariah Alignment: Ensure all business practices are free from prohibited acts.
  • Integrity: Emphasize honesty and commendable character.
  • Standards: Strive for high-quality ethics meeting societal expectations.
KEY MARKETING STRATEGIES
  • Halal & Toyyiban Certification: Ensure products are lawful, pure, and safe.
  • Ethical Communication: Maintain honest advertising and consistent messaging.
  • Promoting Welfare: Foster relationships through tolerance and mutual benefit.
  • Consent & Education: Ensure coercion-free trading and use marketing to inform consumers of Islamic principles.
  • Sustainability: Promote the well-being of humanity and the environment.
55 STRATEGIES FOR IMPLEMENTATION
  1. Shariah Conformity: Use third-party monitoring and pure production processes.
  2. Distinctive Branding: Design products and messaging rooted in Islamic values.
  3. Business Assurance: Fulfill promises and utilize ethical personnel to avoid fraud.
  4. Moral Advertising: Communicate realistic product benefits and drawbacks.
  5. Customer Focus: Prioritize timely, quality delivery while maintaining good character.
ISLAMIC MARKETING MIX (7P′S7P'S)
  1. Product: Services must align with the Halal-Haram divide.
  2. Price: Balance profit with the economic burden on consumers.
  3. Place: Use Shariah-compliant and ethical distribution channels.
  4. Promotion: Avoid misleading tactics; align with Islamic teachings.
  5. Process: Maintain Shariah compliance across the entire supply chain.
  6. People: Train staff in Muslim customs to enhance customer satisfaction.
  7. Physical Environment: Provide facilities like prayer areas and Halal food services.
TOURISM RELATIONSHIP

The Holy Qur'an encourages global travel to observe Allah’s creations across lands and seas.