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The concept of marketing is considered to be the core of strategic development in any industry throughout the world irrespective of services and services. The concept of Islamic marketing (IM) is different from the conventional marketing concept in understanding, motive, application, narration and therefore rise of new marketing framework came into existence (Arham, 2010). Authors have proposed distinctive characteristics between the conventional and Islamic Marketing (Alserhan, 2011; Hanafy and Sallam, 1988). According to Keefe (2008), Marketing is the activity, set of institutions and processes for creating, communicating, delivering, and exchanging the offerings that have value for customers, clients, partners and society at large. Traditionally, the focus is on the broader aspects which include followers and non-followers of Islamic values and beliefs with scope in principle and practice. The opportunity of marketing starts from understanding the needs to flow of goods and services from producer to consumer by gaining competitive advantage, achieve satisfaction and profit for the firm. Religious influence makes a significant impact on individual choice of products and services as a part of religious requirement following certain rules and laws (Laudenberg, 2017).
Unlikely the conventional marketing concentrates on profit maximization and Islamic marketing follow Islamic Shariah rules and regulations. According to Jafari (2012), “Islamic Marketing is the study of marketing phenomena in relation to Islamic principles and practices or within the context of Muslim societies”. Islamic marketing is developed and implemented under the framework Islamic Shariah practices particularly for the Muslim consumers (Alserhan, 2011). Islamic Marketing is “The process and strategy (Hikmah) of fulfilling needs through Halal (Tayyibat) products and services with the mutual consent and welfare (Falah) of both parties i.e. buyers and sellers for the purpose of achieving material and spiritual wellbeing in the world here and thereafter (Alom and Haque, 2011). In Islam, the businesses must not solely be concentrating on profit-making or other material gains but the welfare of human beings (Chachi and Latiff, 2008) is also considered as important and essential. The business should also focus on physical and spiritual goals which include righteousness, nearness to God, cooperation, social harmony, absence of crime and anomie, avoiding unethical practices, etc. upholding justice and honesty.
Generally, it is comprehended that the Muslim population did not constitute a significant market for branded products and services. With the change in the perception within last decade that Muslim consumer is seen as low income (Sandikci, 2011), uneducated population and do not account for the significant difference in the global business scenario. Historically, countries in and around Middle East region only constitute Muslim Population following Islamic ideology. Therefore, the businesses consider Muslim consumer and sector to be minimal, unattended and very few research has been done in the area of Islamic Marketing.