Abstract
The purpose of the present paper is to study the possible application of marketing to promote religion in the specific case of “Islam”. In fact, marketing techniques have been adapted to religious goals since the beginning of the 19th century. But with the rise of the secularization movements in the post-modern era, its application becomes vital to guaranty the survival of religions notably in the Christian case. Islam is facing the same difficulties, such as the decrease of mosque attendance, the decrease of religious commitment, xenophobia and Islamophobia. Our approach was to study marketing application such as defining the 4P’s for the religion of Islam. This would be done based on marketing science and the Islam’s sources: The Holly Quran and Prophet Mohamed (PBUH) Hadiths. In the case of Islamic religion’s sources, and specially in Holly Quran and Prophet Mohamed (PBUH) Hadiths we found many similarities with marketing strategy notably in the choice of promotional variables and the insistence on the importance of religious promotion or Islamic Daawah. So we suggest that the use of marketing techniques is possible and would have two major purposes: Developing Islamic religiousness and repositioning Islam’s image as an opened, tolerant and modern religion.
Highlights
The success of marketing techniques in commercial and trading fields inspired specialists to extend it to other fields especially in non benefit organizations and social causes
By studying the factors that have promoted the use of marketing to develop Christianity, we find that Islamic religion faces the same problems such as the religious disengagement
This is due to secularization and the spread of consumer culture that has replaced some sacred religious symbols by other ones associated with individual well-being and hedonic consumption
Summary
The success of marketing techniques in commercial and trading fields inspired specialists to extend it to other fields especially in non benefit organizations and social causes. On the other hand the craze for marketing use in religious promotion is impacted by the rise of materialism and religious disengagement, so religious organizations such as churches were forced to use the marketing techniques [2] This same trend has affected other important religions in the world especially in the case of Islam, which has suffered since the colonial era several efforts of secularization and the proliferation of Islamophobia due to historical and political events [7]. To this end, we proposed the following research question: Marketing notably with its operational strategy (Marketing Mix) has helped religious organizations like Christian churches to resist and adapt to trends of secularization and religious disengagement; can this discipline be applied to Islam?.
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