Marketing strategies from the Islamic Perspective: Reviewing the relevance of elements of the marketing mix

Abstract

This conceptual paper addresses the relevance of the marketing mix elements in the context of the Islamic business framework. Using product, price, place of distribution, promotion and people as the bases of discussion, this article relates the implications of riba(interest), gharar(excessive uncertainty), and maisir (gambling) in the context of business. Additionally, the issues of halaland haramare given credence in addressing the implementations of the marketing mix elements. Using the Al-Quran and Sunnah as sources of reference, this paper addresses the expected actions of marketers in establishing and executing their marketing strategies.