Halal logistics: A marketing mix perspective

Authors

  • Abu Bakar Abdul Hamid Universiti Teknologi Malaysia
  • Mohamed Syazwan Ab Talib Universiti Teknologi Malaysia
  • Nazliwati Mohamad UCSI University

DOI:

https://doi.org/10.31436/id.v22i2.562

Keywords:

Ḥalāl, ḥalāl logistics, ḥalāl marketing, marketing logistics, marketing mix.

Abstract

Ḥalāl is no longer understood as solely concerning food consumption or ritual slaughter. It is at the centre of the global Muslim food industry and logistics is one of its driving forces. The growing demand for ḥalāl food integrity contributes to the need for ḥalāl logistics. However, ḥalāl logistics operation has thus far not been warmly received by the industry thus hampering the availability of such services. This conceptual study attempts to illuminate the issue by addressing ḥalāl logistics from a marketing perspective. The concept of marketing mix and how it can be practiced by industrial players in marketing or promoting ḥalāl logistics services underpins our discussion. Existing literature is reviewed and discussed to ascertain the link between ḥalāl logistics and the 7Ps of its marketing mix, namely, product, place, price, promotion, people, process, and programme.

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Author Biographies

Abu Bakar Abdul Hamid, Universiti Teknologi Malaysia

Professor
UTM International Business School
Universiti Teknologi Malaysia
54000 Kuala Lumpur, Malaysia

Mohamed Syazwan Ab Talib, Universiti Teknologi Malaysia

PhD Candidate
Faculty of Management
Universiti Teknologi Malaysia
UTM Skudai
81310 Johor Bahru
Johor Malaysia

Nazliwati Mohamad, UCSI University

Lecturer
Faculty of Business and Information Science
UCSI University
No. 1 Jalan Menara Gading, UCSI Heights
56000 Kuala Lumpur, Malaysia

Published

2014-12-30

How to Cite

Abdul Hamid, A. B., Ab Talib, M. S., & Mohamad, N. (2014). Halal logistics: A marketing mix perspective. Intellectual Discourse, 22(2). https://doi.org/10.31436/id.v22i2.562

Issue

Section

Articles