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首页> 外文期刊>Journal of marketing communications >Promotion mix management: A consumer focused Islamic perspective
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Promotion mix management: A consumer focused Islamic perspective

机译：促销组合管理：以消费者为中心的伊斯兰视角

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Religion penetrates deep into our social and cultural life but its significance in developing marketing theories has rather been disregarded. Islam has well-established business, economic and social systems and its influences are interwoven with the daily life of Muslims. Therefore, it is vital for the companies to comprehend the impact that religion makes on Muslim societies before designing their marketing strategies. Off late, Islamic perspective has been well appreciated in the form of Islamic banking and finance, with many western financial institutions incorporating Islamic ideologies in their operations. This paper aims to extend the application of Islamic values in development of Marketing theories, specifically promotion mix management. This study argues that Islam offers a parallel paradigm of conducting business and proposes a distinctive set of principles that can conceptualize the marketing field in its own inherent manner.
机译：宗教已深入到我们的社会和文化生活中，但是它在发展营销理论中的重要性却被忽略了。伊斯兰教拥有完善的商业，经济和社会制度，其影响与穆斯林的日常生活息息相关。因此，对于公司而言，在设计其营销策略之前，了解宗教对穆斯林社会的影响至关重要。最近，以伊斯兰银行业和金融业的形式广泛地了解了伊斯兰的观点，许多西方金融机构在运作中都融入了伊斯兰意识形态。本文旨在扩展伊斯兰价值观在市场营销理论（特别是促销组合管理）发展中的应用。这项研究认为，伊斯兰教提供了一种并行的经商范式，并提出了一套独特的原则，可以以其固有的方式概念化营销领域。

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