An approach to Islamic consumerism and its implications on marketing mix

Ahasanul Haque, Ali Shafiq, Suharni Maulan

Abstract


This paper discusses consumerism movement from the Islamic point
of view, which implies that all the marketing activities should be done in order
to satisfy the consumers while adhering to the tenets of Islamic ethical system.
In line with this, the paper then discusses the significance and practicality of
Islamic marketing and how the traditional marketing mix can be translated
into the Islamic marketing mix. Specific elements of the marketing mix are
discussed in light of Islamic injunctions. MaqÉsid al-Shari’Éh (Shariah-based
objective), Qawa’id Al-Fiqhiya (Islamic legal maxims/principles) and Usul
Al-Fiqh (Islamic scholars’ judgments) are the main sources to approach the
Islamic consumerism and its implementations on marketing mix, where these
sources help find consumers’ rights that could show ways of marketing mix or
program of product, price, place, promotion and people. This theoretical paper
that holds both academic and practical significance for the need of Islamic
marketing is eminent to gain a firm foothold in Muslim markets.


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INTELLECTUAL DISCOURSE. Print ISSN: 0128-4878 - Online ISSN: 2289-5639

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