Essentials of islamic marketing :Having emerged more than fourteen centuries ago, with more than one billion followers, Islam has presented certain constraints and orders about all aspects of life including economic and commercial practices. As the last Devine religion, it claims to have solutions for to human problems in all ages. It also states that the common aspect among all these solutions is to approach Devine revelation.
Today, human is inevitably concerned with marketing and related practices in the most important aspects of life. Marketing is a multi-dimensional practice including a set of network relationships between active roles in the market (suppliers, manufacturers, distributors, retailers, customers, and government). However, there have always been improper approaches in this respect. Therefore, Islam seeks to present a successful strategy for market management, namely Islamic marketing. This book refers to some of the selected Islamic training in terms of marketing, which can be fruitful for people and other members of marketing chain.
Commercial marketing has always been subjected to criticisms, the reason for most of which has been the introduction of immoralities into marketing practices. As we know, marketing is, in a sense, opinion marketing whether we mean the general idea of selling a useful product (such as a drug) or removing human needs or providing a service. Consumers regard marketers as the cause of loss and damage in many cases. By comparing the present work ethics with that of our ancestors, we realize that in the past trading had been a form of worshiping but now it is dominated by ignoring ethics and respecting customers. Some think that Islam is against trading and commercial practices. However, this idea has been rejected in many Islamic books and hadiths.
Marketing is a concept based on service and mutual benefits. In fact, marketing means removing human needs; serving other humans is a value absolutely appraised by Islam. Islam has based the structure of its economic system on theology, economic and ideological knowledge, and economic measures. Islam has a comprehensive view concerning the way of organizing individual and collective economic systems based on moral values; therefore, we can consider Islamic marketing as ethical marketing. The goal of this textbook is to explain the aspects of Islamic marketing and to recognize the relationship between trading behavior and Islamic trainings. Indeed, it does not seek to verify Western marketing patterns through Islamization. In other words, in addition to present selections of important points in marketing, this book tries to explain the Divine manner of implementing marketing.
We hope this book can serve as a prologue to clarify marketing perspectives for traders, Muslim traders in particular.
This book contains eight chapters as in the following:
Chapter1. Marketing in Islamic Viewpoint: this chapter presents preliminary concepts concerning market and its history, as well as the allowed domain of government intervention.
Chapter2. Marketing Principles in Islam: in addition to explain the necessity of noticing marketing from Islamic viewpoint, this chapter explains the philosophy of Islamic marketing. Other discussions in this chapter include components of Islamic marketing, general approach to marketing in Islam, the concept of marketing in Islamic perspective, elements of Islamic marketing, features of Islamic marketing, and the manner of implementing strategic goals of Islamic marketing.
Chapter3. Culture in Islamic Marketing: the concept of culture in Islamic school and Islamic value system leads the reader towards the market-based model of Islam and the use of such models to perceive market performance.
Chapter4. Islam’s Attitude towards Competition: this chapter considers competition as a behavioral principle, and investigates its Western concept in theories of Smith, Neo-classicists, Schumpeter, and some new theories. Next, the significance of competitive market in pricing has been combined with Islamic instructions from which Islamic approach to competition has emerged.
Capter5. Ethics and Islamic Marketing: A comprehensive look at the concept of ethicsin market context provides the readers with an easy understanding of this concept and highlights its role in commerce and trading practices. Considering the domain of trading in Western schools and the traditions of Islamic trading demonstrates the differences between the two schools in terms of moralities and spiritualties. Finally, this chapter presents the moral frameworks and requirements of trading from the Islamic perspective as well as Islamic marketing.
Chapter6. Buying and Consumption Behavior in Islamic Marketing: based on studies on consumers’ behavior, this chapter tries to explain the requirements of consumption in Islam and its normative consequences. Then, consumption pattern in framework of allocating the income, economic theories, Islamic values, and behavioral patterns in Islamic marketing are discussed in details. The chapter ends with marketing criticisms and Islamic instructions in this regard.
Chapter7. Islam and Financial Market: Islamic tools for money market are among the most important discussions in principles and constraints of Islamic commerce, paving the path for cash management in this school. In this regard, one of the most important changes in Islamic community of Iran has been Islamizing the western patterns of banking, which has helped cash management. This requires certain infrastructures explained in this chapter. Other discussions in this chapter include broking in Islamic perspective, risk in market and financial institutes, and a brief history of banking in Iran.
Chapter8. Islamic Economy and Marketing: Economic system of Islam and misinterpretations of this system show the necessity of noticing this discussion in this book. Marketing attitudes toward Islamic economy, social marketing in particular, are among other discussions in this chapter.
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