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.

Keywords::

• promotion mix
• Islamic marketing
• Islamic promotional ethics
• integrated marketing communication
• consumer-focused

Additional information

Notes on contributors

Salman Yousaf

Salman Yousaf is a researcher and a PhD candidate at the School of Business Administration, Dongbei University of Finance and Economics, Dalian. His research mostly focuses on the co-subjectivity of the Marketing discipline, particularly the application of social concepts in the nation's branding and the contemporariness of religious beliefs and their practicability and relevance in the development of theoretical models of marketing.