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INCORPORATING ISLAMIC ETHIC ELEMENTS INTO MARKETING MIX PARADIGM   

 

 

 Nazree Shafin1+ 
Rozilah Kasim2 

 

1,2Faculty of Technology Management and Business, Universiti Tun Hussein 
Onn Malaysia, Batu Pahat, Johor, Malaysia 

 

 
(+ Corresponding author) 

 ABSTRACT 
 
Article History 
Received: 8 October 2018 
Revised: 14 November 2018 
Accepted: 5 December 2018 
Published: 2 January 2019 
 

Keywords 
Marketing mix 
Islamic marketing mix 
Islamic ethic elements/SAFT 
(Siddiq,Amanah,Fathanah,Tabligh) 
Islamic Ethic 
4P‟s (Product, Price, 
Promotion, Place) 
 

JEL Classification:  
M31. 

 
To consider the extent to which the dynamism of ethic elements from four 
commendable characteristics of Prophet Muhammad (PBUH) fits within existing 
marketing mix framework thinking in strengthening marketing mix approach of 
Islamic business. This can be achieved through analyzing selected elements of Islamic 
ethic features, that are derived from the four (4) commendable characteristics of the 
Prophet Muhammad (PBUH): Siddiq (Truthfulness), Amanah (Trustworthiness), 
Fathanah (Wisdom), and Tabligh (Advocacy), abbreviated as “SAFT to be incorporate 
as a catalyst to strengthen the marketing mix approach and thus propose a practical 
Islamic Marketing Mix as a competitive marketing tactic. Analytical and comparative 
analyses are used and  study reveals four ethic elements in Islamic perspective that can 
be potential elements in developing a practical Islamic Marketing Mix for any business 
whether Islamic or non-Islamic. 
 
 

Contribution/Originality: This paper contributes in the developing theories pertaining to Islamic religious 

teaching of moral behavior (Ethics) within business in practicing marketing mix approach – at the heart of which is 

the idea that incorporating Islamic ethic in business‟ marketing mix approach could make the approach more 

efficient.  

 

1. INTRODUCTION 

The marketing approach and activities of a given firm will differ depending on which paradigm, or view of what 

marketing is, this firm applies (Grönroos, 1991). In the Muslim market, businesses are expected to operate in 

compliance with Syariah or Islamic principles, including especially in conducting their marketing strategy. Thus, it 

is necessary for businesses to develop appropriate marketing strategies for this kind of industry (Abdullah et al., 

2015). As the first represent the broad market and the latter directly point out at specific target market. These two 

views of marketing mix paradigm amplified on how a business should construct its marketing strategy framework 

based on how the business positions itself in the market. As the first represent the general market and the latter 

directly point out the specific target market. Distinguishing these two marketing approaches for different type of 

market is vital as the latter distinctly utilize religiosity to differentiate. Obviously, operating marketing activities in 

Islamic market where consumers were concerned about halal (permissible) or non-halal (non-permissible) products 

and services, Islamic values could provide an advantageous value added helps in consumer‟s decision making. 

In delivering marketing strategy, the right tactics are one of the most important. Refining businesses‟ 

marketing mix approach were one of the phases in applying the right tactics. In the wake of numerous calls for 

Financial Risk and Management Reviews 
2018 Vol. 4, No. 1, pp. 24-33 
ISSN(e): 2411-6408 
ISSN(p): 2412-3404 
DOI: 10.18488/journal.89.2018.41.24.33 
© 2018 Conscientia Beam. All Rights Reserved. 

 
 
 

 
 

 

 
 
 
 

https://orcid.org/0000-0001-5669-5145
https://www.doi.org/10.18488/journal.89.2018.41.24.33


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practicing ethical business, Islamic businesses should not be too complacent of the need to device an appropriate 

marketing tactic in influencing their consumers‟ decision making and in gaining competitive edge in their target 

market.  The intended focus of discussion for this paper is about determining the right marketing mix approach to 

differentiate, Van Waterschoot (2000) “The marketing mix as a creator of differentiation”, as well as  to distinguish 

Islamic business from its conventional peer based on religiosity, it is essential to incorporate its marketing mix 

approach with Islamic precepts; by means of Islamic precepts is by incorporating the doctrine of Al-Quran and 

Sunnah. Explained by Palmer (2012) a company must ensure that customers can immediately recognize its 

distinctive products in the marketplace.   

The significance influences of religious teaching particularly Islam in every aspect of its practitioners live is 

very outstanding. This phenomenon should be seriously considered by every marketer who were targeting on 

consumers of Islamic based goods and services. It is a long-term phenomenon that is supposed to be thoroughly 

studied and understood in depth (Rice and Al-Mossawi, 2002; Fam et al., 2004; Yousaf, 2014). In the process of 

making purchasing decisions, Islamic consumers usually will be more cautious in making decisions based on their 

religious literacy and the level of sensitivity to the halal status of a product or service acquire. Delener (1990) 

concluded that religious individuals tend to perceive higher risks in their purchase decisions. Accordingly, Alam et 

al. (2011) confirmed that religiosity acts as a full mediating role in the relationship between relative and contextual 

variables, and purchase behavior of Muslim consumers. 

Islamic business differs from its conventional counterparts in these details as they are in a religious-based 

environment. Thus, in order to distinguish the marketing mix approaches between conventional and Islamic 

business, authors deem necessary that the differentiating should contemplate with ethically business practice, to be 

precise, with Islamic ethic. Having good ethical in operating a business produce valuable consequences in realizing 

desired long-term success. In contrast, poor ethics resulted in the collapse of business. Practicing good ethics helps 

business in sound decision making that resulted in positive value of branding; building trust with customers; 

retaining talent and reduce staff turn-over. 

Islam highly recommends its believers to get involve in business or entrepreneurship as it is considered as 

„ibadah‟ (worship) to God. With respect to that, when a business practicing good ethical business culture, it is as 

well been considered as performing „ibadah‟. In Islam, the two main sources of references are from Al-Quran and 

Hadiths. Explained by Saeed et al. (2001) in defining Islamic marketing, Islamic ethics are based on Al-Quran 

commandments and leave no room for ambiguous interpretation by marketing executives to suit their individual 

whims and desire. 

There are several verses in Al-Quran and Sunnah (from collection of Hadiths), highlighted and emphasized the 

virtuous of conducting ethical business activities. Indeed, in Al-Quran, from verse of Ar-Rahman (55:9): 

“And establish weight in justice and do not make deficient the balance.” 

Understandably from the above stated verse, God command that when making scales of business‟s goods, 

business should be fair, honest and do not lie which are the features of ethic. Correspondingly, as a fact, Al-Quran 

recommends every human being to emulate the faith and ethics of Prophet Muhammad (PBUH). As evident in verse 

An-Nur (24:54): 

Say, "Obey Allah and obey the Messenger; but if you turn away - then upon him is only that [duty] with which 

he has been charged, and upon you is that with which you have been charged. And if you obey him, you will be 

[rightly] guided. And there is not upon the Messenger except the [responsibility for] clear notification." 

Furthermore, Prophet Muhammad (PBUH) himself also did emphasized of having good ethics in doing 

business. For instance, narrated by al-Nawawi on the authority of Abu Hurayrah (may Allah be pleased with him) 

who said: The Messenger of Allah (peace and blessings of Allah be upon him) said, “Do not envy one another, and 

do not inflate prices for one another, and do not hate one another, and do not turn away from one another, and do 

not undercut one another in trade, but [rather] be slaves of Allah and brothers [amongst yourselves]. A Muslim is 



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the brother of a Muslim: he does not oppress him, nor does he fail him, nor does he lie to him, nor does he hold him 

in contempt. Taqwa (piety) is right here [and he pointed to his chest three times]. It is evil enough for a man to 

hold his brother Muslim in contempt. The whole of a Muslim is inviolable for another Muslim: his blood, his 

property, and his honor.” [Muslim]. From this hadith, we can understand that the solemnity of the Prophet 

Muhammad (PBUH) in prohibiting us from deceiving in doing business; deceive, cheat, and lie in business activities 

are ultimately unethical practice.  

Muslim look upon Prophet Muhammad (PBUH) as the most ethical human being ever live. According to Nooh 

(2015) cited Ahmed (2001) in describing Prophet Muhammad is a person which having the highest ethics and 

morals as he was widely known as al-Amin, “the honest one”. Prophet Muhammad, since he was young, he was well 

known for his honesty and truthfulness among Arab communities and throughout centuries, from the Muslim point 

of view, is the symbol of perfection of both human person and society (Qamihah, 1996; Nasr, 2003). Noted by 

Dekmejian (1987) for generations of Muslims, however, the prophet became uswa hasana--"the beautiful model” --

whose exemplary character and behavior made him a primary focus of veneration by the faithful. Again, it is 

revealed clearly in the Al-Quran, verse Al-Ahzaab (33:21): 

“Ye have indeed In the Messenger of Allah, an excellent exemplar, for him who hopes in Allah and the Final 

Day, and who remember Allah much”. 

Considering that Al-Quran stated the importance of being ethical in business and emphasized on human being 

to emulate the good character of the Prophet, this paper examined the dimension of Islamic ethics derivate from the 

four (4) commendable characteristics of Prophet Muhammad (PBUH). This derivate ethic elements are the features 

of the Prophet when he is called „Al-Amin‟ during his entrepreneurship era before his prophethood. Siddiq 

(Truthfulness), Amanah (Trustworthiness), Fathanah (Wisdom) and Tabligh (Advocacy) (SAFT) were the derivate 

Islamic ethic elements to be put forth as potential incorporated elements into marketing mix approach of a business.  

Since marketing is one of the vital aspects of a business activity, this paper will delve into the significance of 

Islamic ethical values in marketing mix approach of an Islamic business. Relatively, few academic articles have 

suggested how Islamic marketers might use this subject understanding to build an actionable approach to 

marketing activities (Saeed et al., 2001; Hassan et al., 2008; Arham, 2010; Abuznaid, 2012; Abdullah et al., 2015). 

These endeavors, though constructive, all dearths an integrated approach for making Islamic ethic part of the 

strategic marketing planning process. Discussed by Housby (2013) the claim that „Islamic‟ and „ethical‟ are 

synonymous is rarely seriously examined, and nor is the claim that there exists a consistent and generally 

understood definition of „ethical‟ practice. Hence, the purpose of this paper is to offer one way of whether 

formulating, constructing or developing marketing mix activities for accomplishing an ethical marketing mix 

practices by incorporating the derivate Islamic ethic elements into the marketing mix activities of the business 

(Figure-1). 

 

 
Figure-1. Flow of Proposed Incorporating SAFT into 4P‟s Marketing Mix 

Sources: Al-Quran; Hadiths; and McCarthy (1964) 



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Incorporating Islamic Ethic elements (SAFT) started from the beginning of business execution. According to 

Hunt (2012) business execution is about having the employees required to support a company‟s strategy and 

making sure they are doing what the company needs them to do to achieve its strategic goals. In decision making 

level, there are strategic and tactical decisions which focus on long-term and short-term goals. Provided in Figure 

1: a broad, general description of an approach for incorporating Islamic Ethic elements into the marketing decisions 

process as proposed. The 4P‟s of marketing mix were used as it is the foundation of marketing mix framework since 

it was introduced fifty years ago. This is where the tactical phase arises which a business delves into its marketing 

mix elements in developing an effective marketing strategy. The goal is in influencing consumer‟s buying decisions 

or demand by incorporating the derivate Islamic ethics elements as proposed. Kotler (2003) argued, “the four P‟s 

represent the sellers‟ view of the marketing tools available for influencing buyers”. In addition, according to Kotler 

and Armstrong (2010) the marketing mix is the set of controllable, tactical marketing tools that the firm blends to 

produce the response it wants in the marketplace. 

To establish the points of significance in incorporating SAFT into marketing mix of 4P‟s, it is important to 

discuss at both marketing mix paradigm; conventional marketing mix and Islamic marketing mix. 

 

2. MARKETING MIX PARADIGMS 

Marketing mix is a combination of controlled elements by organization to influence target population to 

purchase its products or services. It has been a phenomenon tool for decades, which has shaped the ways to plan for 

a successful products and services offering and to help understand what the products and services can offer. 

Marketing mix as a tool, in certain ways has revolutionize the nature and pattern of marketing strategy across the 

world; most commonly executed through the 4Ps and 7Ps of the mix. Marketing mix has been extremely influential 

in informing the development of both marketing theory and practice (Möller, 2006). The tools can be used to 

develop both long-term strategies and short-term tactical programs (Palmer, 2012). The study of marketing mix 

worldwide has been extensively researched on the frameworks and models, management paradigm, relationship and 

consequences. However, the traditional 4Ps (McCarthy, 1964) of Product, Price, Promotion and Place has been 

criticized by numbers of studies; Lauterborn (1990); Möller (2006); Popovic (2006) and Fakeideas (2008).  

Constantinides (2006) disclosed that even though 4P‟s framework has been dominant as marketing 

management paradigm, current markets developments, environmental changes, and trends, as well as changing 

academic attitudes likely to affect the future of the Mix as theoretical concept and also the favorite management tool 

of marketing practitioners. Furthermore, suggested by Constantinides (2006) that marketing scholars should focus 

their efforts in formulating the conceptual foundations and marketing methodologies that better address the needs 

of today‟s and tomorrow‟s marketers. 

In significant, western scholars of marketing particularly, has been arguing on the traditional 4P‟s. Several 

prominent scholars even proposed alternative framework and modified versions of marketing mix, with some added 

new elements (Booms and Bitner, 1981; Ohmae, 1982; Kotler, 1984; Lauterborn, 1990; Robins, 1991; Doyle, 1994; 

Grönroos, 1994; Vignali and Davies, 1994; Aldridge et al., 1997; Mosley-Matchett, 1997; Yudelson, 1999; Melewar 

and Saunders, 2000; Beckwith, 2001; Healy et al., 2001; Schultz, 2001; Constantinides, 2002) to name a few. In 

common, all these previous studies agreed to the extent that 4P‟s marketing mix framework need a paradigm shift 

that can meet management and planning needs, while upholding the Mix‟s essential features, namely simplicity, 

applicability and richness. However, less attention has been paid to the significance of religiosity in marketing mix, 

particularly within Islamic marketing paradigm.  

 

Islamic Marketing Mix  

Islam as a religion that has masses followers, the application of Islamic values in the field of marketing is still 

less visible even though Islamic-related business has been ranked one of the top categories in world business. 



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Accordingly, as marketing is also an important part of a business, it is very appropriate if the value of Islam also 

been applied in marketing activities. Noted by Arham (2010) religious teachings, at least Islam, could be applied in 

the realm of modern marketing theory.  

According to Ahmed and Rahman (2015) conventional marketing strategies satisfy the customers based on the 

current needs of the customer, whereas, Islamic marketing strategies satisfy the customers based on the human 

values, marketing cultures, and Islamic rules and regulations (shariah laws). Apart from conventional marketing 

strategies, the Islamic marketing strategies more focus on religious rules and ethics which do not exist in 

conventional marketing. In addition, El-Bassiouny (2014) Islam is a global religion and way of life that goes beyond 

geo-political confines, and “because the Islamic ideology is a paradigm that transcends all acts of life, Muslim 

believers naturally expect that business conduct, and hence marketing as well, will be impacted by the precepts of 

their faith. If marketers are to relate more effectively to Muslim consumers, then some study of the distinctive 

aspects of Islam is warranted”. Nevertheless, understanding the pedigrees of the traditional marketing mix is 

critical to understand the paradigm distinction between conventional and Islamic proposed in this paper. 

Review on literatures related to Islamic marketing mix found some facts that have been produced by 

researchers on Islamic marketing mix. For instants, Abuznaid (2012) attempted to conceptualize and clarifies the 

various elements of marketing mix from Islamic point view with strong emphasis on Islamic business culture. The 

author, Abuznaid, added two new elements “promise” and “patience” into the already existing conventional seven Ps 

of marketing mix. In addition, Abdullah et al. (2013) attempts to identify critical factors in conducting Islamic 

marketing mix activities and their relative importance by using combination of both qualitative and quantitative 

research method, authors  proposed that businesses can adopt the strategies in engaging with Muslim customers 

through their marketing mix activities by consistently conforming to Syariah, exhibiting distinctive characteristics, 

instilling insurance, embedding morality and conscience and lastly embracing a „customer oriented‟ approach. A 

direct suggestion by Hashim and Hamzah (2014) since there are arguments from scholars that Islamic marketing is 

significant in contemporary commercial activities, the concept of 7P‟s in marketing should be incorporated with 

Islamic principles. 

There are several scholars‟ studies in Islamic Marketing which proposed extended or new framework for 

Islamic Marketing Mix (Table 1). 

 
Table-1. Previous Scholars on Islamic Marketing Mix 

Authors/Year Proposition/Suggestion Argument 

Saeed et al. (2001) 5Ps: Product; Price; Promotion; Place; and 
People. 

Islam emphasizes the importance of “free” 
and “independent” judgment on the part 
of the customer. 

Wilson (2012) Add another 7Ps to existing: Pragmatism; 
Pertinence; Palliation; Peer-support; Pedagogy; 
Persistence; Patience. 

The new wave of reciprocity-based and 
consumer driven marketing requires 
much more. Especially in 
the case of Islamic marketing. 

Abuznaid (2012) Add 2 new elements in services marketing i.e. 
“promise” and “patience”. 
 

Promise is element for building 
relationship; Patient is in dealing with 
customer. 

Abdullah et al. 
(2015) 

„Customer Oriented Approach‟. Proposed 5Cs: 
Commitment; Characteristic; Conformity; 
Conscience; and Customer Centric. 

Suggest that Muslim consumer consider 
five critical factors that must be 
emphasized by businesses in conducting 
their marketing mix. 

Source: Literature Review (Saeed et al., 2001; Abuznaid, 2012; Wilson, 2012; Abdullah et al., 2015) 

 

3. METHODOLOGY  

Abdullah and Ismail (2010) called for many viable Islamic guidelines for business, specifically in conducting 

marketing mix activities. In addition, Ahmad and Santhapparaj (2012) found out similar vein, calling for more 

studies to be carried out on marketing from an Islamic perspective especially on pricing strategy. Hence, to 



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understand the true position of the Islamic ethic with regards to Islamic Marketing mix and to clearly distinguish 

between conventional marketing mix and Islamic marketing mix by means of Islamic ethic dimensions and to 

establish the need for a shift from contemporary marketing approach to a more Islamic approach which is relatively 

a new paradigm in Islamic business perspective, more than two hundred academic papers and materials were 

reviewed from the background of marketing mix and Islamic marketing mix from which fifty-nine was found to be 

more relevant to the phenomenon understudy. Therefore, the review involved about fifty-nine academic writings 

and materials including reference from Al-Quran and Hadiths. 

 

4. THE NEEDS FOR INCORPORATING ISLAMIC ETHIC INTO MARKETING MIX 

PARADIGM 

In satisfying needs and wants of customers, marketers must also look and analyze on ethics side. The call for a 

more ethical business practices is becoming a priority for business participants as well as academic scholars. 

Practicing and operating marketing activities also needs to be ethical. Yussuf (2018) argued, “Good ethics play a 

significant role in your business decisions, staffing, branding, motivation, customer retention and so much more. 

Having a strong ethical core to your business can directly affect the strength of your company as a whole, and its 

future.” Each element in marketing mix framework could be manipulated to deceive consumers. For instance, a 

misleading promotion activity being used in hiding their products and services faulty or problems. There have been 

numerous cases of unethical marketing practices such as in 2013 when Samsung was fined by Fair Trade 

Commission (FTC) for practicing unfair marketing strategy. The unethical marketing practice performed by 

Samsung was said to be a deceptive practice. Indeed Lantos (2015) stated, in the wake of numerous openly exposed 

scandals in the business and marketing worlds, modern marketers are concerned not just with doing well through 

effective and efficient marketing strategy; they are also focused on doing good through ethical marketing tactics. A 

paper by Cadogan et al. (2009) noted that sales teams are less likely to engage in unethical behavior when the teams 

have strong ethical standards.  

Kertajaya and Sula (2006) stated, “ethic” as one of the four characteristics for Islamic Marketing. It is also 

argued by Arham (2010) “this ethical conduct, must follow the teachings of Al-Quran and Hadith. Therefore, it is 

necessary to refer this kind of ethics as Islamic Ethics.” Cited from Hussnain (2011). 

 “I believe marketing practices, embedded in a strong ethical doctrine, can play a vital role in raising the 

standards of business conduct worldwide, while in no way compromising the quality of services or products offered 

to customers, or surrendering the profit margins of businesses. Adherence to such ethical practices can help to 

elevate the standards of behavior and thus of living, of traders and consumer alike”.  

The ethical approach of Islamic proposition development would reap rewards not only by both Muslims and 

non-Muslims. Within the Islamic context, the existence of a well-defined framework of ethical values of marketing 

mix is a pre-requisite in ensuring the actualization of international marketing ethics (Ishak and Abdullah, 2012). As 

accordingly by Abuznaid (2012) Islamic-marketing mix is based on value-maximization demand empathy and 

mercy of God‟s creatures which implies refraining from doing harm to others and preventing the spread of unethical 

marketing practices.  

Several works on Islamic marketing particularly mentioning ethics in marketing mix from an Islamic 

perspective have made these characteristics as compulsory in their literature review (Hassan et al., 2008; Arham, 

2010) to name a few. However, no multidimensional study which investigated the SAFT i.e. the Four commendable 

characteristics of Prophet Muhammad (PBUH)) that correlate with marketing mix approach had ever been 

reported. According to Saeed et al. (2001) it is not surprising to learn, therefore, that marketing ethics merit special 

attention in Islam and constitute a separate discipline underpinned by documented practices of the Prophet (pbh). 

Nooh (2015) concluded, ethics and moral from Islamic perspective is akhlaq or the state of feelings that shapes 



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human behavior. Thus, to shape the akhlaq of one self, he or she have to practice the characteristic of the prophet 

such as Siddiq, Amanah, Fathanah, and Tabligh. 

In discussing Islamic ways of doing business, Islamic business or entrepreneur cannot abscond from associating 

with ethics. From reviewed literatures, there are several authors relates Islamic ethic with business practicing, but 

none specifically investigate SAFT dimension as significant elements in Islamic marketing mix activities. As for this 

paper, Islamic Ethic transpired by SAFT, will be incorporated into entrepreneur‟s business activities in influencing 

consumer‟s buying decisions or demand. Concluded by Hassan et al. (2008) given the key importance of customer 

trust in the Islamic banking and financial services sector, it is recommended that Islamic banks should emphasize 

frontline employees‟ Islamic ethical behaviors that particularly lead to customer trust. Put simply, they need to be 

honest and implement low-pressure selling techniques. 

In describing and defining Muslim entrepreneur, some writers inserted Ethics in their statement as if it were 

synonymous with Islamic business. „Muslim Entrepreneur‟ termed by Sandıkçı (2011) as a new class of business 

people, located both in Muslim-majority and minority societies who successfully blend Islamic ethical principles and 

values with capitalist business practices. In addition, in pursuing their entrepreneurial goals they seek to combine 

religious and economic activities through Islamic ethical values and norms (Sandıkçı, 2011). Whereas, Osella and 

Osella (2009) in observing business behavior of Muslim entrepreneur in Kerala, India, stated that, by promoting 

modern education among Muslims, entrepreneurs (Muslim Entrepreneur) seek to promote economic development 

while also embedding economic practices within a framework of ethics and moral responsibilities deemed to be 

„Islamic‟.   

 

5. CONCLUSION 

Islam and marketing are two terms that, until recently, seldom came together (Sandikci and Ger, 2011). Islamic 

business competes in the market like any other business, but they use religiosity influences to achieve their 

objectives and making impact commonly in Muslim‟s consumers market. Islamic businesses are also looking for 

business profits, but in doing that, complying with Islamic teaching is necessary as they consider it to be „Ibadah‟ in 

achieving „Maqasid al shariah‟. Conducting dealing and transactions ethically in business are considered doing 

„ibadah‟ or obedient to God‟s order. This makes Islamic business distinct from their conventional peers. 

Accordingly, Yousaf (2014) from an Islamic perspective, even trade and all functions related to it, e.g., marketing, 

are considered as religious service, „Ibadah‟. 

Practicing marketing in Islamic markets needs a suitable approach which really reflects Islamic features. Thus, 

it is a challenging step in designing the right marketing mix. Being ethical is one way of acquiring distinction in 

marketing mix approaches. Argued by Arham (2010) in marketing sense, Islamic marketers must make themselves 

ready. They must be “purified” before commencing their marketing activities. The term “purified” refers to any 

attempt of “self‐cleansing” before serving the markets. For instance, companies must train their marketers so that 

all marketing activities could be done in ethical standard set by Islamic teaching. 

Ethical Islamic marketing mix as one of marketing management tool is a new way in optimizing the 

applicability and efficiency of marketing mix approach for Islamic business.  An implication of this significance 

paradigm is a need to improve strategic and tactical approach to meet new challenges in doing business within 

Islamic market context. However, if the Islamic businesses are willing to take up this challenge, they have to move 

away from their conventional approaches of supporting the marketing objectives and towards more shariah 

compliance objectives that is producing pure and lawful (Halal) products and services by accordingly follow the 

teaching of Al-Quran and Sunnah, that is, by blending their marketing mix with Islamic ethic elements, Siddiq; 

Amanah; Fathanah; and Tabligh (SAFT). This paper will lead to a more comprehensive and scientific 

understanding the significance of Islamic ethic in marketing management tool especially in developing a practical 

Islamic Marketing mix model for business operating in Islamic market.   



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Funding: This study received no specific financial support.    
Competing Interests: The authors declare that they have no competing interests.  
Contributors/Acknowledgement: Both authors contributed equally to the conception and design of the 
study. 

 

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