Islamic Shari’ah-compliant marketing

The purpose of this paper is to conceptually demonstrate Islamic Shari’ah compliance in conventional marketing. We build upon two strands of literature. The first belongs to Islamic economics, Islamic business ethics, Islamic banking and finance, consumer rights, and conventional marketing, and the second focuses on Islamic Shari’ah. The lack of extensive research on Islamic marketing makes the profundity of argument limited to a certain extent. Islamic teachings are civilised, good and absolute for all time. Marketing products should be lawful, prices should be fair, and the objective should be to generate reasonable and just profit on sales. Islam does not bear intervention in the market system by hoarding, adulterating, short measuring or other forms of exploitation. This paper attempts to exclusively discuss the concept of Islamic Shari’ah marketing tactics: differentiation, marketing mix, and selling in detail.