Please use this identifier to cite or link to this item:
Title: Promotion mix management: A consumer focused Islamic perspective
Authors: Yousaf, Salman 
Issue Date: 2014
Publisher: Taylor & Francis Group
Source: Yousaf, S. (2014). Promotion mix management: A consumer focused Islamic perspective. Journal of Marketing Communications, 22(2), 215-231.
Journal: Journal of Marketing Communications 
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.
Description: Please note that preprint copy is not available on WIRE. Please contact to request an electronic copy of this item.
DOI: 10.1080/13527266.2014.888575
Appears in Collections:Scholarly Publications

Files in This Item:
File Description SizeFormat 
Unavailable.pdf77.37 kBAdobe PDFThumbnail
Show full item record

Page view(s)

checked on Apr 2, 2023


checked on Apr 2, 2023

Google ScholarTM



This item is licensed under a Creative Commons License Creative Commons