Islamic marketing mix: is there a role for Islamic-based strategies?

Abstract

Development of Islamic marketing as a part of marketing knowledge has urged both academics and practitioners to explore the significance on the theory and practical implication to business and customer. This has been a flourishing new area which has set new boundaries to current marketing practices. Nevertheless, this area remains understudied with limited empirical evidence, particularly on marketing mix decisions in line with Islamic principles. Therefore, developing an approach exclusively considering distinctive Islamic characteristics is of paramount important. Findings suggest that Muslim customers consider five critical factors that must be emphasised by businesses in conducting their marketing mix. In their order of importance, these factors represent 'conformity', 'character', 'commitment', 'conscience' and 'customer centrism', then translated into marketing strategies. Therefore, it is proposed that businesses can adopt the strategies in engaging with Muslim customers through their marketing mix activities by consistently conforming to Syariah Halal Standard, exhibiting distinctive characteristics, instilling assurance, embedding morality and conscience and lastly embracing a 'customer oriented' approach.