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Applying the “Halal” and “Tayyib” Norms in Marketing: Islamic Marketing
Abstract
“Halal” (ÍáÇá) and “Tayyib” (ØíÈ) are two Islamic terms mentioned in the Noble Quran. Halal refers to what is permissible, allowed, and legal, while Tayyib signifies what is good, pure, and wholesome. Halal is closely linked with the fundamental principles of Islam, whereas Tayyib emphasizes ensuring that something is good, pure, and wholesome. The distinction between Halal and Tayyib in Islamic marketing is intentional, not random. This chapter expands on the norms of Halal and Tayyib, guided by a qualitative approach. Applying Halal and Tayyib in marketing involves engaging in Islamic marketing, where Halal establishes the foundation, and Tayyib outlines the process. The norms of Halal and Tayyib can foster various halal disciplines, including Islamic marketing, the Halal supply chain, tourism, finance and banking, research methodology, and more. Consequently, the halal marketing mix can leverage all halal disciplines, catering to different market segments and involving Muslim and non-Muslim marketers within the halal industry.
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