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Social marketing: an Islamic perspective

Mahamudul Hasan (Department of Marketing, Patuakhali Science and Technology University, Patuakhali, Bangladesh)

Journal of Islamic Marketing

ISSN: 1759-0833

Article publication date: 24 July 2019

Issue publication date: 23 June 2020

Abstract

Purpose

The purpose of this study is to propose and develop a new perspective in Islamic Marketing by Integrating Islamic Marketing principles and the conventional Social Marketing discipline.

Design/methodology/approach

This is a conceptual study that is based on academic contributions gathered from the works of key academicians of Islamic Marketing and Social Marketing discipline. The author also presents personal viewpoints regarding the discipline. Conventional social marketing practices in various Muslim and non-Muslim countries have been studied with theoretical discussions. A critical approach has been applied in this study to assimilate Islamic marketing principles with existing social marketing theories.

Findings

The author proposes a distinct discipline of Islamic Marketing, which is termed as Islamic Social Marketing. The new discipline has been compared with conventional social marketing framework and practices to demonstrate its distinctive features. The critical analysis and discussion exhibit that the proposed new discipline has both similarities and dissimilarities with present social marketing theories and practices.

Originality/value

This study contributes to Islamic Marketing discipline by proposing a unique field that has been termed as “Islamic Social Marketing”. Although many studies have been conducted on Islamic marketing, the analysis of social marketing in light of Islamic Marketing principles remains clearly in a vacuum-like situation. The current research work is a starting point for academic discussions on this issue that can provide guidelines to develop social marketing intervention programs for Muslim-dominated societies and assist Islamic value-driven social marketing practitioners.

Keywords

Citation

Hasan, M. (2020), "Social marketing: an Islamic perspective", Journal of Islamic Marketing, Vol. 11 No. 4, pp. 863-881. https://doi.org/10.1108/JIMA-12-2016-0105

Publisher

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Emerald Publishing Limited

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