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Impact of the digitalization on the production and service sector is a highly popular topic in these days and especially, new business models receive increasingly more attention. Under the light of digitalization, the Fourth Industrial Revolution, so-called Industry 4.0, and its impacts on all kinds of process is a promising topic in the academia and also beneficial for the practitioners. Since there are arguments from scholars that Industry 4.0 has an important and shaping effect on marketing, the concept of 7P's in marketing should be incorporated in Industry 4.0 elements. From this point of view, this study focuses on developing the understanding of 7P's based on contemporary perspectives of Industry 4.0.

In order to do that, different criteria related to integration of Industry 4.0 and marketing practices under each marketing-mix element are presented and one of the multi-criteria decision-making (MCDM) methods, the best–worst method (BWM) is used to prioritize the criteria for future implications.

Results indicated that product, process and physical evidence are the most affected marketing-mix factors by considering Industry 4.0. managerial implications which were also presented based on the numerical results.

An in-depth analysis of literature review related to Industry 4.0 revealed that changing and developing technologies are examined in detail mostly around a production perspective. In order to fulfill the gap in the knowledge, this study focuses on the examination of impacts of Industry 4.0 on the marketing-mix strategy. To the best of the authors’ knowledge, this is the first study which merges Industry 4.0 with the marketing mix.

Islamic marketing ethics focus on the principles of equity, justice and value maximization for the welfare of society. These ethics play a vital role in elevating the standards of customer behavior. The strategy of focusing customer is now considered as important element because of rapidly changing marketing trends in Islamic banks. Therefore, the purpose of this study is to find out the important features of Islamic marketing ethics and identify their effect on customer’s satisfaction in Islamic banking.

This study is descriptive and quantitative. Data were collected from 1000 customers of Islamic banks by applying convenient sampling technique. Smart PLS was used to check the scale validation by confirmatory factor analysis. To test the hypotheses, structural equation modeling technique was used.

Results enlightened that Islamic marketing ethics play a significant role in enhancing the customer’s satisfaction. Islamic banks should focus on marketing mix along with Islamic and ethical perspectives to improve the customer’s satisfaction level.

This study highlighted that Islamic marketing ethics have great impact on customer satisfaction. Therefore, Islamic banks need to concentrate on the ethical perspective of Islamic marketing in order to develop long term customer relationships. Islamic banks need to revise their marketing practices, and they should align their marketing tactics with ethical Islamic boundaries. They need to design, communicate and enforce the code of Islamic ethics within organizations.

This paper fulfills an identified need to study how Islamic marketing ethics effect customer satisfaction.

The purpose of this paper is to document a reflective commentary on observations concerning the phenomenon of researching and practicing Islamic marketing, in the absence of dedicated formal courses and instruction.

Grounded theory phenomenological critical reflection; based upon academic and practitioner anecdotal evidence and experiences.

Whilst there is a growing body of literature and scholarship specific to the field, mirrored by an increase in consumption and commercial ventures, comparably there appear to be a paucity of dedicated courses tackling the same area in equivalent depth. Intuitively and inductively, it is argued that there is both a need and demand for Islamic marketing courses, which at the very least, present commercial market opportunities.

Without remedying this gap, practitioners and academics are impoverished – through a lack of dedicated platforms for disseminating findings, knowledge sharing and problem solving. Furthermore, without ratification through formal instruction and courses, there is a risk that the subject may remain on the fringes. This is in spite of growing empirical evidence indicating that the demand is great: within mainstream marketing as a subject, not to mention the demand from audiences – ranging from practitioners and consumers, right through to curious and inspired students.

This paper aims to raise the importance of teaching and learning up the agenda – hopefully encouraging more academic institutions and training providers to develop and deliver dedicated courses. Furthermore, summary guidance is offered on potential key areas of focus.

With growing mobility in a globalized world and an estimate of more than 300 million people going on religious pilgrimages every year, various researchers have been focusing on pilgrimage-driven travel services. In this context and within the Islamic religious tradition, the “Umrah” is used as a case study in this paper. In addition, this study also investigated the effects of Umrah SMM (promotion, place, people, product, price, process, physical evidence, marketing communication and after sale service) on customer satisfaction and loyalty toward Umrah travel agents in “Malaysia.”

Convenience sampling technique at four international airports in “Malaysia” was used to obtain data from Umrah travelers who had used Umrah services at least once. A total of 384 usable questionnaires were collected from this study and the data were analyzed using the partial least square.

The result indicated that the marketing mix has a significant positive effect on customer loyalty through customer satisfaction both directly and indirectly. This study will be of interest to the Umrah travel industry, for Malaysia and all the other countries, in understanding how marketing mix strategies are essential in maintaining a long-term relationship with customers.

The literature on Umrah travel services revealed that the traditional service marketing mix (SMM) of 7P’s is inadequate. The purpose of this paper is to address this gap and examine an innovative service marketing mix strategy for “Umrah Service” including marketing communication and after sales service. It investigates the effects of enhanced Umrah SMM on customer satisfaction and loyalty towards Umrah travel agents in “Malaysia”.

Finding an efficient way for enhancing brand reputation by using social media among customers and business partners has long been the main purpose of every business. However, due to micro and macro changes in the business field, strategies to find a way to improve brand reputation with business partners and customers have altered from transaction marketing to newer approaches such as employing a social media platform. However, not all brands make use of social media to enhance their reputation. The present study uses Apple as an example of the one of the best known brands which does not benefit from social media platforms as to the degree expected.

Marketing concept is being widely used in all disciplines including library and Information Science domain for disseminating the services, resources and products to the target audiences. Thus, this study aims to define the marketing concept and how libraries can do marketing of their services, resources and products using marketing techniques and tools, such as 7Ps of the marketing mix. This study further pointed out the important internet resources available freely on the marketing of library services on the Internet which can be used by library and Information Science professionals with regard to getting the ideas how to market the library services and resources to the targeted users.

As emphasized in the previous chapter, sustainability marketing entails activities that include all levels of management in small and medium enterprises; that is, strategic, operational and tactical. The role of marketing activities of a sustainable nature involves building customer satisfaction and generating profit for an enterprise, while simultaneously taking into consideration the impact of such activities on society and environment as a whole. Combining all those areas poses a serious challenge to contemporary SMEs. Nevertheless, an effective use of sustainability marketing principles enables companies to achieve the above-specified tasks and gain a strong position in the market over the long term. The nature of the relationship established with various market entities ensures that strong position, because the use of sustainability marketing is equivalent to adopting a relationship-oriented attitude.

Fulfilling the tasks of sustainability marketing requires the employment of tools from the sustainability marketing mix, which comprises the following: sustainability in product, price, distribution, promotion and personnel. The adoption of sustainable development principles by SME marketing departments does not fundamentally change the basic properties of the tools in the mix, that is their complementarity and the resultant synergy effect, but it expands the scope of their impact on the society and environment. This chapter presents a discussion on the nature and specificity of individual tools in the sustainability marketing mix.

Although customer satisfaction (CS) has been evaluated through using statistical and decision-making techniques so far, no research, to the best of the authors’ knowledge, has been conducted for implementing both groups simultaneously and clarifying the different or similar aspects of the results given by these techniques. The purpose of this paper is to compare the techniques and clarify these unknown aspects.

First, the effect of the elements related to service marketing mix on CS was examined by using structural equation model (SEM). Then, the statistical methods such as Friedman test (FT) and SEM, and decision-making technique such as Analytical Hierarchy Process (AHP) were systematically compared for prioritizing the elements of service marketing mix. The sample included 159 special customers of an anonymous bank in Bojnurd, Iran. The reliability of the questionnaire was confirmed by using Cronbach’s α (r=0.934). In addition, SPSS, Expert Choice and Smart PLS software were used.

Based on the results, FT and AHP method had exactly the same ranking for the elements of the marketing mix, as well as almost identical relative weights. The ranking included people, process, product, physical evidence, place, price and promotion, respectively, while the SEM technique had very different outcomes. Finally, none of the methods could assure the marketer to come to a reliable decision separately.

In this study, the authors’ contribution is the understanding of the role of an effective marketing mix evaluation technique selection on marketing strategy. Different techniques had different and in some cases even contradicting outcomes.

The purpose of this paper is to clarify and explain patient-centered health choices, facilitating health-care providers’ service orientation.

Extensive literature review has been done to extract seven constructs (five dimensions of SERVQUAL, perceived service cost (PSC), and reference) and their underlying 28 items to be quantified. A survey of 201 health consumers was conducted to rate those variables and their constructs. Descriptive statistics and structural equation modeling are utilized to delineate and explicate factors.

The confirmatory factor analysis demonstrated that responsiveness has the highest predictive power in explaining hospital choice intention. However, PSC, the only construct, is not statistically significant. The models are considered to have satisfactory reliability, validity, and acceptable fit.

Since the study was administered in Comilla city, the generalizations should be exploited carefully. Future studies can be carried out on the behavioral patterns of patients and attitudes of health-care providers with respect to the discussed factors and variables.

The result highlights patients’ service expectations that can be carefully and creatively applied in the service marketing program, improving doctors’ and nurses’ service orientation, developing physical evidence, and managing references to communicate service value to patients.

What health consumers emphasize and how they incorporate service quality dimensions into hospital choice intention has stayed almost unexplored in the existing literature in Bangladesh. This study provides valuable insights into the meaning of patients’ choices, which will help practitioners and researchers to formulate marketing strategies that improve health-care outcomes and are acceptable to patients.