PERCEPTIONS AND WILLINGNESS FOR ISLAMIC MARKETING PRINCIPLES AND PRACTICES OF MARKETERS IN PAKISTAN


Ayesha Latif Shaikh  and Mohammad Zaki Rashidi 


ABSTRACT

Islamic business principles and practices have been receiving increased attention globally resulting in businesses reflecting an inclination towards adopting these principles and practices, primarily, in Muslim majority regions and to some extent even in Muslim minority areas. Marketing being an essential aspect of business has also received this influence and this paper attempted to study it within the local context through an investigation of perceptions among marketers in Pakistan about their understanding of Islamic Marketing principles and practices. The focus was to explore the perceived need for applying Islamic Marketing in Pakistani markets, to assess knowledge about actual use of Islamic Marketing locally and globally, and to evaluate the willingness to use Islamic Marketing in the future. An exploratory  study was carried out with qualified and experience marketing-function managers who were interviewed to gain qualitative data that was analyzed employing constant comparison method and thematic analysis. The key findings included moderate awareness about IM as a proper discipline and a viable concept, but limited knowledge of global usage of IM.  The participants strongly felt that I.M. equips them with tools but these will only work when the system supports implementation of broad-based Islamic business ethics and principles which initiated a rich discussion on the difference between ethical and Islamic marketing. 

KEY WORDS: Ethical Marketing, Islamic Marketing, Islamization, Shari’ah Compliance Marketing,