The Significance of Maqashid Shariah in the Development of the Islamic Marketing Mix Concept

Abstract

This paper discusses the conceptualization of the Islamic marketing mix which is based on the theory of maqāṣid syarī'ah which is derived from the Koran and as-Sunnah covering products, prices, promotions, distribution, and people. The marketing mix in an Islamic perspective is different from the marketing mix in conventional economics. As an illustration, the production process includes moral and transcendental elements in the decision making of the production process. Product pricing in Islam must pay attention to several provisions that have been regulated in Islam. Product promotion in Islam is not justified in exaggerating product quality. According to Islamic principles, distribution channels are not allowed to charge the end customer which leads to higher prices. Regarding the aspect of people, Islam emphasizes the importance of customer freedom in making decisions.