Organizing marketing and promotional activities in Islamic countries has always been challenging for Western marketing managers as the specifics of Islamic culture does exclude a big part of the usual tool kit of any Western marketing campaign. On the other hand, Western brands remain popular in the Islamic community, thus creating a certain market demand which can not be neglected and ignored. Therefore, there is a need to support this demand with marketing tools, in the same time bearing in mind respect to Islamic culture, morale and traditions.
Considering the main points of the in- and out-of-class discussion, it is worth mentioning that it is somehow arguable to state that Muslims have other incentives for purchasing certain goods or services. Their needs and wants are same with other cultures, just a bit adjusted to basic principles of Islam. Therefore, there is a need to conduct a number of researches on Muslims' perception of retailing, digital marketing, advertising, corporate social responsibility, branding and fashion (Rice 2011).
In the same time, the point concerning environmentally friendly and resource efficient use of products is really strong in the Islamic world. According to International Islamic Marketing Association (IIMA), consumers should not be exploited and resources should not be wasted in the process of marketing communication. Also, putting a certain idea and morale behind each PR action is a good practice, especially if the idea mentioned is based on the Islamic traditions (Sandikci, 2011). In particular, the three core elements of each marketing campaign (strategy, tactics, measurement) are no alien to Islam, which can be proved by the Quran: "Call to the way of your Lord with wisdom and fair exhortation, and dispute with them by way of that which is best. Truly your Lord knows best those who stray from His way and He knows best those who are guided.” (Surah An-Nahl:125). If applied to the mentioned elements of the marketing strategy, this quote shows how strategy in Islamic perception transforms into wisdom, tactics into fair exhortation, and long-term measurement of results – into the God's guiding hand. This example shows that Islamic morale does not prevent marketing specialists from reaching their target audiences but rather requires a more thoughtful approach to the essence of marketing activities based on traditions and values.
Quran, Surah An-Nahl:125
International Islamic Marketing Association (IIMA) HYPERLINK "http://www.iimassociation.com" http://www.iimassociation.com
Islamic Marketing HYPERLINK "http://islamicmarketing.org" http://islamicmarketing.org
Rice G., (2011), Handbook of Islamic Marketing (Elgar Original Reference)
Özlem Sandikci, (2011) "Researching Islamic marketing: past and future perspectives", Journal of Islamic Marketing, Vol. 2 Iss: 3, pp.246 - 258
RESTRICTIONS WHERE MEDIA EXECUTIONS IN ISLAMIC …