Suhail Nadeem presented on Islamic principles of marketing. He began by discussing current understandings and manifestations of Islamic marketing, such as selling halal products. However, he noted there is a tendency to label anything as Islamic without understanding the principles. Nadeem then contrasted the contemporary marketing paradigm of satisfying needs for profit with the Islamic paradigm of satisfying valid needs through exchange with the intention of pleasing Allah. He explained how adhering to Allah's commands through acts of worship can influence transactions and social interactions. Nadeem argued the core components of the marketing process would remain the same in Islam but the execution would be modified according to Islamic principles. He suggested marketing could be redefined as identifying and fulfilling valid needs as defined

1. ISLAMIC PRINCIPLES OF MARKETING PAPER PRESENTED BY SUHAIL NADEEM ICIB

2. JOURNEY THROUGH THE TOPIC Current Manifestations of Islamic Marketing General Feeling about the topic Marketing - Contemporary Paradigm Marketing - Islamic Paradigm Affect of Allah’s Servitude on Marketing Can/should we redefine Marketing ? ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM 09/02/2011 2

3. ISLAMIC PRINCIPLES OF MARKETING OR ISLAMIC MARKETINGWhat it is?Some Current Manifestations… ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM 09/02/2011 3

4. ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM Is it Selling Halal Products ? 09/02/2011 4

5. Is it Selling Products Used to Practice Islam ? ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM 09/02/2011 5

6. Is it Putting Islamic Content On Things, e.g., Phone ? ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM 09/02/2011 6

7. Is it Packaging Products with Islamic Texture, Putting Islamic Names on Products ? ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM 09/02/2011 7

8. IS IT ETHICAL / SOCIAL MARKETING??? All of the above may be bits and pieces of the bigger picture which we will see shortly ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM 09/02/2011 8

9. General Feeling! It has become a fad nowadays to put “Islamic” behind everything, at times, to make things more appealing for a certain target market ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM 09/02/2011 9

10. Marketing THE CONTEMPORARY PARADIGM!!!

11. Perhaps the most enduring of quotations that emphasizes marketing orientation comes from Adam Smith at the time of the Industrial Revolution when he wrote in his now classic Wealth of Nations in 1766: ‘Consumption is the sole end and purpose of all production and the interests of the producer ought to be attended to only as far as it may be necessary for promoting that of the consumer.’ ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM 09/02/2011 11

13. Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably-The Chartered Institute of Marketing (CIM).ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM 09/02/2011 12

14. DEFINITION OF MARKETING An alternative definition is put forward by the American Marketing Association: ‘Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges that satisfy individual and organizational objectives’ ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM 09/02/2011 13

15. CRITICAL ANALYSIS OF MARKETING DEFINITION ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM Process Exchange Need/want ( Buyer ) Profitability ( Seller ) 09/02/2011 14

16. Buyer Seller Exchange Niyyah /Intent Need Satisfaction Profit Maximization MARKETING – CONTEMPORARY MODEL Niyyah /Intent ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM 09/02/2011 15

17. MARKETING – CONTEMPORARY PARADIGM TO SATISFY NEEDS FOR PROFIT ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM 09/02/2011 16

18. Marketing THE ISLAMIC PARADIGM!!!

19. MARKETING – ISLAMIC MODEL Seller Buyer Niyyah Niyyah Exchange Allah’s servitude Allah’s servitude Allah’s Bounty Allah’s Bounty Need Satisfaction Profit ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM 09/02/2011 18

20. 56:51 Al Zariyat ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM 09/02/2011 19

21. ALLAH’s SERVITUDE ‘IBADAAT SALAH, SAUM, ZAKAAT, HAJJ CAN THESE ACTIONS LEAD TO ? MU’AMALAAT( TRANSACTION ) MU’ASHARAAT ( SOCIAL INTERACTION ) ‘AADAAT( HUMAN CUSTOMS & HABITS ) ACTIONS ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM 09/02/2011 20

22. 29:4 Al Baqar ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM 09/02/2011 21

23. Tijarah9,10:62 Al Jummah ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM 09/02/2011 22

24. Tirmizi “The honest and trustworthy businessman will be with the Prophets, Righteous people, and Martyrs ” “Indeed traders will be gathered on the Day of Judgment as transgressors, except those who feared Allah, were righteous, and spoke the truth” ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM 09/02/2011 23

25. ALLAH’S SERVITUDE MU’AMALAAT ( TRANSACTION ) MU’ASHARAAT ( SOCIAL INTERACTION ) ‘AADAAT( SERVING THE NAFS) SALAH, SAUM, ZAKAAT, HAJJ Indirect ‘Ibadaat Direct ‘Ibadaat IN THE LIGHT OF QURAN AND SUNNAH NIYYAH NIYYAH NIYYAH ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM Reference: Islam aur Jadeed Muaashee Masaail; Jild 1, Page 57 ; Maulana Muhammad Taqi Usmani 09/02/2011 24

26. MARKETING – ISLAMIC MODEL Seller Buyer Niyyah Niyyah Exchange Allah’s servitude Allah’s servitude Allah’s Bounty Allah’s Bounty Need Satisfaction Profit ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM 09/02/2011 25

27. MARKETING – ISLAMIC PARADIGM TO SATISFY JAIZNEEDS FOR ALLAH’s SERVITUDE ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM 09/02/2011 26

29. A Seller should satisfy wants/need to please Allah

30. The EXCHANGE and PROCESS component would remain same as far as the act is concerned, however, the execution would be modified under the principles laid down by IslamISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM 09/02/2011 27

31. Let us see how Marketing mix is affected by Islamic Principles

32. PRODUCT SERVICE IDEA PRODUCT DEVELOPMENT ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM 09/02/2011 29

33. PRICE SETTELEMENT PRICE TO MARKET ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM 09/02/2011 30

34. PROMOTION DEVELOPMENT PROMOTIONAL CAMPAIGN ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM 09/02/2011 31

35. PLACE SELECTION PLACE DETERMINED ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM 09/02/2011 32

36. Can we redefine Marketing?

37. Marketingin the light of Islamic Principles Marketing is the process of identifying Islamically valid needs and their fulfillment within the boundaries of Shariah and in the spirit of Sunnah Suhail Nadeem ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM 09/02/2011 34

38. Marketingin the light of Islamic Principles Marketing is the process of understanding and identifying Zarooriat/Hajaat/Mubahat/Makroohaat/Muharramaat in the light of Quran and Sunnah and then satisfying their Zarooriyat/Hajaat/Mubahat needsof the people through exchange with the Niyyah To Please Allah. SuhailNadeem SuhailNadeem ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM 09/02/2011 35

39. JAZAAKUM ALLAHU KHAIRAN suhailnadeem@gmail.com