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Islamic Principles Of Marketing By Suhail Nadeem

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Islamic Principles Of Marketing By Suhail Nadeem

  1. 1. ISLAMIC PRINCIPLES OF MARKETING<br />PAPER PRESENTED BY<br />SUHAIL NADEEM<br />ICIB<br />
  2. 2. JOURNEY THROUGH THE TOPIC<br />Current Manifestations of Islamic Marketing<br />General Feeling about the topic<br />Marketing - Contemporary Paradigm<br />Marketing - Islamic Paradigm<br />Affect of Allah’s Servitude on Marketing <br />Can/should we redefine Marketing ?<br />ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM<br />09/02/2011<br />2<br />
  3. 3. ISLAMIC PRINCIPLES OF MARKETING<br />OR <br />ISLAMIC MARKETINGWhat it is?Some Current Manifestations…<br />ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM<br />09/02/2011<br />3<br />
  4. 4. ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM<br />Is it Selling Halal Products ?<br />09/02/2011<br />4<br />
  5. 5. Is it Selling Products Used to Practice Islam ?<br />ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM<br />09/02/2011<br />5<br />
  6. 6. Is it Putting Islamic Content On Things, e.g., Phone ?<br />ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM<br />09/02/2011<br />6<br />
  7. 7. Is it Packaging Products with Islamic Texture, Putting Islamic Names on Products ?<br />ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM<br />09/02/2011<br />7<br />
  8. 8. IS IT <br />ETHICAL / SOCIAL MARKETING???<br />All of the above may be bits and pieces of the bigger picture which we will see shortly<br />ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM<br />09/02/2011<br />8<br />
  9. 9. General Feeling!<br />It has become a fad nowadays to put “Islamic” behind everything, at times, to make things more appealing for a certain target market<br />ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM<br />09/02/2011<br />9<br />
  10. 10. Marketing<br />THE CONTEMPORARY PARADIGM!!!<br />
  11. 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:<br />‘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.’<br />ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM<br />09/02/2011<br />11<br />
  12. 12. DEFINITION OF MARKETING<br /><ul><li>Philip Kotler defines marketing as 'satisfying needs and wants through an exchange process'
  13. 13. Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably-The Chartered Institute of Marketing (CIM).</li></ul>ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM<br />09/02/2011<br />12<br />
  14. 14. DEFINITION OF MARKETING<br />An alternative definition is put forward by the American Marketing Association:<br />‘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’<br />ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM<br />09/02/2011<br />13<br />
  15. 15. CRITICAL ANALYSIS OF MARKETING DEFINITION<br />ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM<br />Process <br />Exchange<br />Need/want ( Buyer )<br />Profitability ( Seller )<br />09/02/2011<br />14<br />
  16. 16. Buyer<br />Seller<br />Exchange<br />Niyyah /Intent<br />Need <br />Satisfaction<br />Profit <br />Maximization<br />MARKETING – CONTEMPORARY MODEL<br />Niyyah /Intent<br />ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM<br />09/02/2011<br />15<br />
  17. 17. MARKETING – CONTEMPORARY PARADIGM<br />TO SATISFY NEEDS FOR PROFIT<br />ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM<br />09/02/2011<br />16<br />
  18. 18. Marketing<br />THE ISLAMIC PARADIGM!!!<br />
  19. 19. MARKETING – ISLAMIC MODEL<br />Seller<br />Buyer<br />Niyyah<br />Niyyah<br />Exchange<br />Allah’s servitude<br />Allah’s servitude<br />Allah’s Bounty<br />Allah’s Bounty<br />Need Satisfaction<br />Profit<br />ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM<br />09/02/2011<br />18<br />
  20. 20. 56:51 Al Zariyat<br />ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM<br />09/02/2011<br />19<br />
  21. 21. ALLAH’s SERVITUDE<br />‘IBADAAT<br />SALAH, SAUM, ZAKAAT, <br />HAJJ<br />CAN THESE ACTIONS LEAD TO ?<br />MU’AMALAAT( TRANSACTION )<br />MU’ASHARAAT ( SOCIAL INTERACTION )<br />‘AADAAT( HUMAN CUSTOMS & HABITS )<br />ACTIONS<br />ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM<br />09/02/2011<br />20<br />
  22. 22. 29:4 Al Baqar<br />ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM<br />09/02/2011<br />21<br />
  23. 23. Tijarah9,10:62 Al Jummah<br />ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM<br />09/02/2011<br />22<br />
  24. 24. Tirmizi<br />“The honest and trustworthy businessman will be with the Prophets, Righteous people, and Martyrs ”<br />“Indeed traders will be gathered on the Day of Judgment as transgressors,<br /> except those who feared Allah, were righteous, and spoke the truth”<br />ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM<br />09/02/2011<br />23<br />
  25. 25. ALLAH’S SERVITUDE<br />MU’AMALAAT ( TRANSACTION )<br />MU’ASHARAAT ( SOCIAL INTERACTION )<br />‘AADAAT( SERVING THE NAFS)<br />SALAH, SAUM, ZAKAAT, <br />HAJJ<br />Indirect ‘Ibadaat<br />Direct ‘Ibadaat<br />IN THE LIGHT OF QURAN AND SUNNAH<br />NIYYAH<br />NIYYAH<br />NIYYAH<br />ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM<br />Reference: Islam aur Jadeed Muaashee Masaail; Jild 1, Page 57 ; Maulana Muhammad Taqi Usmani<br />09/02/2011<br />24<br />
  26. 26. MARKETING – ISLAMIC MODEL<br />Seller<br />Buyer<br />Niyyah<br />Niyyah<br />Exchange<br />Allah’s servitude<br />Allah’s servitude<br />Allah’s Bounty<br />Allah’s Bounty<br />Need Satisfaction<br />Profit<br />ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM<br />09/02/2011<br />25<br />
  27. 27. MARKETING – ISLAMIC PARADIGM<br />TO SATISFY JAIZNEEDS FOR ALLAH’s SERVITUDE<br />ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM<br />09/02/2011<br />26<br />
  28. 28. AFFECT ON MARKETING OF ALLAH’s SERVITUDE <br /><ul><li>A BUYER should not want/need anything other than what Allah has allowed him/her
  29. 29. A Seller should satisfy wants/need to please Allah
  30. 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 Islam</li></ul>ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM<br />09/02/2011<br />27<br />
  31. 31. Let us see how <br />Marketing mix is affected by<br />Islamic Principles<br />
  32. 32. PRODUCT<br />SERVICE<br />IDEA<br />PRODUCT DEVELOPMENT<br />ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM<br />09/02/2011<br />29<br />
  33. 33. PRICE SETTELEMENT <br />PRICE TO MARKET<br />ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM<br />09/02/2011<br />30<br />
  34. 34. PROMOTION DEVELOPMENT<br />PROMOTIONAL CAMPAIGN<br />ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM<br />09/02/2011<br />31<br />
  35. 35. PLACE SELECTION<br />PLACE DETERMINED<br />ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM<br />09/02/2011<br />32<br />
  36. 36. Can we redefine Marketing?<br />
  37. 37. Marketingin the light of Islamic Principles<br />Marketing <br />is the process of <br />identifying Islamically valid needs <br />and their fulfillment <br />within the boundaries of Shariah<br />and in the spirit of Sunnah<br />Suhail Nadeem<br />ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM<br />09/02/2011<br />34<br />
  38. 38. Marketingin the light of Islamic Principles<br />Marketing is the process of <br />understanding and identifying<br />Zarooriat/Hajaat/Mubahat/Makroohaat/Muharramaat<br />in the light of Quran and Sunnah<br />and then satisfying their Zarooriyat/Hajaat/Mubahat needsof the people<br />through exchange with<br />the Niyyah To Please Allah. SuhailNadeem<br />SuhailNadeem<br />ISLAMIC PRINCIPLES OF MARKETING SUHAIL NADEEM<br />09/02/2011<br />35<br />
  39. 39. JAZAAKUM ALLAHU KHAIRAN<br />suhailnadeem@gmail.com<br />

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