Promotion mix management: A consumer focused Islamic perspective†

Abstract

Religion penetrates deep into our social and cultural life but its significance in developing marketing theories has rather been disregarded. Islam has well-established business, economic and social systems and its influences are interwoven with the daily life of Muslims. Therefore, it is vital for the companies to comprehend the impact that religion makes on Muslim societies before designing their marketing strategies. Off late, Islamic perspective has been well appreciated in the form of Islamic banking and finance, with many western financial institutions incorporating Islamic ideologies in their operations. This paper aims to extend the application of Islamic values in development of Marketing theories, specifically promotion mix management. This study argues that Islam offers a parallel paradigm of conducting business and proposes a distinctive set of principles that can conceptualize the marketing field in its own inherent manner.