عناصر التسويق بالعلاقات من منظور المنهج الإسلامي

Abstract

This study aimed to identify the most prominent elements of Marketing in the literature of modern marketing thought and highlight the characteristics and principles related to these elements from the Islamic approach  perspective. The researcher adopted the theoretical descriptive method  for gathering and analyzing all the data and information from various sources relevant to the subject and objectives of this study. In addition, the method  of induction and deduction was used, by extrapolating the Islamic approach sources – emanating from the Holy Quran and Sunnah – the texts and positions related to the elements of relations marketing, and examining the foundations and general principles and values related to these elements. The researcher concluded that the Islamic approach in relations marketing – whether the relationship between sellers and buyers, or between employers and their employees – is based on the basis of ethics and good treatment with all members of Muslim and non–Muslim communities, according to the principles and rules of Islamic Sharia that the Holy Quran and Sunnah stated in the field of human relationships and business dealings. Most of the marketing elements through relations from the Islamic approach perspective are the foundations that each Muslim must be adhered by in his dealings with others in this world and rewarded by Allah the Almighty in the Hereafter, because it is regarded as the worship that makes each Muslim come close to his God in this world. The Islamic approach has brought to the Marketing in relations a moral and legislative and social dimension for each the marketing elements of relations which the modern marketing thought brought out from the principles, teachings and ethics of Islam in dealings and transactions between the seller and buyer, the employers and employees or the individual Muslim and other Muslims in general. The study recommended the need to promote the marketing elements of relations from the Islamic perspective in practice with the Islamic business organizations as these elements marked by the foundations and features through which to build and strengthen the good relations between the organization and its customers and employees and the dealers from the community.