Integrated marketing communication: a spiritual and an ethical Islamic perspective
by Siti Aishah Chu Abdullah; Mohd Nizam Sahad
International Journal of Islamic Marketing and Branding (IJIMB), Vol. 1, No. 4, 2016

Abstract: The purpose of this study is to ascertain the importance of spiritual elements and ethics to marketing strategy. The study uses critical review of the literature for insights on the integrated marketing communication (IMC) as an example of marketing strategy and Islam as a representative of spiritual elements and ethics. The study discovers that IMC could be highly potential in creating quality relationship with the consumers when the consumers' religious values are emphasised. IMC is also in line with the Islamic marketing concept that focuses on the rhetoric of common good and prohibits organisations from abandoning the personal value of consumer. Notwithstanding the fact, the Muslims' perspective of an integrated approach in marketing comes together with the humans' duty as vicegerent of Allah SWT in order to sustain a good personality in this world and hereafter.

Online publication date: Wed, 04-Jan-2017

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Islamic Marketing and Branding (IJIMB):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com