Islamic Values in Entrepreneurial Marketing Strategy

Abstract

Entrepreneurial marketing is a process that combines marketing principles with the innovation and creativity of entrepreneurs to create, identify, and exploit market opportunities. In the context of Islam, entrepreneurial marketing should be conducted based on ethical and moral values established by Shariah, including the concepts of Falaḥ (comprehensive success), tawazun (balance), Tasamuh (tolerance), Itqan (quality), and Wuduh (clarity). This article aims to examine how these Islamic values can be applied in modern entrepreneurial marketing strategies. The primary focus is on the application of Islamic values, which is highly significant in various aspects of marketing, including communication with customers, advertising, and the delivery of products or services, with the aim of achieving business success that balances material profits with spiritual and moral elements.