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1. Conventional and Islamic Marketing Principles and Practices
Prepared By Muhammad Showkat Imran
Assistant Professor, DBA, IIUC, DC
• Define Islamic Marketing.
In defining Islamic Marketing ethics, Saeed, Ahmad and Mukhtar, (2001) state
that Islamic marketing ethics based on the principles of justice and equity in Islam
differs from secular ethics in following ways.
Firstly, Islamic ethics are based on Qur’anic commandments and leave no room
for ambiguous interpretation by marketing executives to suit their individual
whims and desires.
Secondly, the main difference is their transcendental aspect of absoluteness and
non-malleable nature.
Thirdly, the Islamic approach emphasizes value-maximization in view of the
greater good of the society rather than the selfish pursuit of profit maximization.
• Write down the principles of Islamic Marketing.
At the heart of Islamic Marketing is the principle of value maximization based on
equity and justice for the wider welfare of the society. These principles offer a means
to create value and elevate the standard of living of people in general through
commercial pursuits. Islamic ethics dictate that under no circumstances should
marketer exploit their customers or in any way involve themselves in dishonesty,
fraud or deceit.
Hanafy and Salam’s following ethical principles can be applied to marketing
activities-
1. Marketer must speak the truth in all communication messages.
2. Marketer must uphold the trust Allah (swt) has ion him by efficiently man aging
the resources bestowed on him for the betterment of society and environment.
3. Marketer must be sincere in meeting consumers’ needs and satisfying them.
4. Marketers must be just and fair in all dealings with stakeholders, and in the
execution of the marketing mix strategies such as pricing, distribution and
promotion.
Above all, a marketing manager has to be constantly conscious of his responsibility to
God, to society, his own welfare and towards the environment.

2. • Discuss the marketing mix elements from the Islamic point of view. How it is
different from the traditional one?
1. Product decision: In the Islamic perspective, it is the responsibility of the
marketer to ensure that the product is pure (twayyib), processed in a permissible
(halal) manner, and would not cause any harm to the consumer and society. On
the other hand, products that pollute the minds of the young and vulnerable and
those that are forbidden goods (such as, alcoholic and any other intoxicants,
gambling) should be discouraged.
2. Pricing decision: According to Islam, pricing practices that should be avoided are
Maisir (getting something too easily without hard labor, or receiving profit
without working for it); Tatfif (altering the quality and or the quantity of the
product without changing the price; Riba; Ikhtikar (hoarding); prohibition of
monopoly, unreasonable pricing ; and prohibition of usury and other practices.
3. Promotion Decisions: Unethical practices such as; exaggeration and
overstatement of claims in advertising, misrepresentation of the actual size and
appearance of the product; omission of important information; failure to show
products being used in a normal setting, should be discouraged.
4. Place (Distribution Decisions): In the Islamic context distribution decisions
should refrain from unfair price competition, transportation and storage of
forbidden goods and prohibition of storage resulting in monopoly. The use of
unsafe package designs, the transportation of dangerous and toxic products
through public highways, burdening the consumers with high prices and
unnecessary delays in delivery of products.