Interpretation of Marketing Theory in Islamic Context

Veronika Ferenczová and László Józsa
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Veronika Ferenczová: J. Selye University, Komárno, Slovak Republic
László Józsa: J. Selye University, Komárno, Slovak Republic

Marketing Science & Inspirations, 2018, vol. 13, issue 1, 30-38

Abstract: The interpretation of economic questions represented by Islamic religion, especially due to the global political situation of our era, stands for an extremely popular topic in the international academic life. One of its spheres is the research of Islamic marketing, that presents a new approach to marketing. The thesis below contains the comparative analysis of the traditional marketing mix and the Islamic marketing. Islamic Marketing is the study of marketing phenomena in relation to Islamic principles and practices or within the context of Muslim societies. The Islamic Marketing is religion-based marketing in which marketing activities are guided within the framework of Islamic Shariah.

Keywords: marketing mix; Islamic marketing; 7P; Islam (search for similar items in EconPapers)
JEL-codes: M39 (search for similar items in EconPapers)
Date: 2018
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