Marketing Mix from Islamic Marketing Perspective

17 Pages Posted: 7 Mar 2012

See all articles by Anwar Allah Pitchay

Anwar Allah Pitchay

International Islamic University of Malaysia (IIUM)

Date Written: March 7, 2012


The current practice of marketing prevailing nowadays all over the world is sometimes not suitable to the Muslim population, given the different religious teachings of Islam that are reflected on all the other aspects of the Muslims’ lives as Islam is not a mere religion but rather a complete way of life, containing guidelines and teachings for every single detail in the everyday life. Having said so, there is a need to elaborate a different type of marketing, one that is adequate and compliant with the Islamic teachings. As such the papers attempts to highlight and discuss the main features of the Islamic marketing as recommended by the Islamic legal sources and practices of the companions of the prophet pbuh as well as based on the previous studies in this area. Finally the paper attempts to come out with suggestions to expand the business activities towards and also beyond the Muslim markets.

Keywords: Islamic marketing, Marketing mix strategies, Muslim business

JEL Classification: M3

Suggested Citation

Allah Pitchay, Anwar, Marketing Mix from Islamic Marketing Perspective (March 7, 2012). Available at SSRN: or

Anwar Allah Pitchay (Contact Author)

International Islamic University of Malaysia (IIUM) ( email )

P.O. Box 10
Jalan Gombak
Kuala Lumpur, selangor 50728

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