Practical Applications in Marketing Strategies and Consumer Behaviour in an “Islamic” Context

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Author(s): Gulnara Z. Karimova (KIMEP University, Kazakhstan)
Copyright: 2015
Pages: 24
Source title: Islamic Perspectives on Marketing and Consumer Behavior: Planning, Implementation, and Control
Source Author(s)/Editor(s): Bikramjit Rishi (Institute of Management Technology (IMT), Ghaziabad, India)
DOI: 10.4018/978-1-4666-8139-2.ch008

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

The focus of this chapter is on marketing practices in an Islamic world. The chapter consists of two main parts: it begins by investigating the basic contradictions of the term Islamic marketing and continues by offering insights derived from a broad knowledge base of theory, research, and practice in the field of marketing in an Islamic context. It leads readers through the four fundamental elements of marketing—product, price, place, and promotion—using examples and short cases from the business environment in countries that call themselves Islamic. Such a journey can equip practitioners with the tools necessary for operating in more efficient and effective ways in Muslim countries.

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Practical Applications in Marketing Strategies and Consumer Behaviour in an “Islamic” Context

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