The Marketing Concept in Islamic Perspective: A Literature Review

Mirza Tabrani, Marlizar Marlizar


The objectives of this paper is to review some researches on marketing concept in Islamic perspective. The expected of this review is to provide benefits for related researches in the future. This study uses some review papers, empirical studies and books related to marketing concept in Islamic perspective. The analysis allows identifying interesting points for future research on the topic of marketing concept in Islamic perspective. This paper provides a better understanding on how Islamic perspective on marketing concept. This paper only reviewed concerned articles from Science Direct, Emerald Insight and books. The results of the review showed that the limited studies about the marketing concept in Islamic perspective (Islamic marketing concept). Result of this study is believed to give worth understanding about actual situation in this field of research. It proposed some notions that will stimulate more intensive researches in this field in the future.

Keywords: Islamic Perspective, Literature Review, Marketing Concept, Marketing Mix

Full Text:



Al-Qur’an dan terjemahnya (2005). Mujamma’Al Malik Fahd Li Thiba’at Al Mush-HafAsy-Syarif Madinah Munawwarah: Komplek Percetakan Al-Qur’an Raja Fahd, Kerajaan Arab Saudi.

Abusulayman, A.A. (1998). The theory of the economics of Islam. Journal of Islamic Economics, 6(1), 79-122.

Abul Hassan Chachi, A. & Abdul Latiff, S. (2008). Islamic Marketing Ethics and its Impact on Customer Satisfaction in The Islamic Banking Industry. JKAU: Islamic Economy, 21(1), 27-46.

Abuznaid, S. (2012). Islamic marketing: addressing the Muslim market. An-Najah University Journal for Research–Humanities, 26(6), 1473-1503.

Abdul Baqi, Muhamad Fuad. (2012). Terjemahan Al-Lu’lu’uwalmarjan (kumpulan hadits shahih bukhari muslim). Semarang: PT. Pustaka Riski Putra.

Adnan, Ahmad Azrin. (2013). Theoretical Framework for Islamic Marketing: Do We Need a New Paradigm? International Journal of Business and Social Science, 4(7), 157-165.

Al-Faruqi, I. R. (1992). Al Tawhid: Its Implications for Thought and Life. Herndon, VA: International Institute of Islamic Thought.

Alom, Md. Mahabub & Haque, Md. Shariful. (2011). Marketing: An Islamic Perspective. World Journal of Social Sciences, 1(3), 71-81.

Alhabshi, S. O. (1987). The role of ethics in economics and business. Journal of Islamic Economics, 1(1), 1-15.

Al-Faruki, Ismail Raji. (1992). Al Tawhid: its implication for thought and life (IIIT. Kuala Lumpur).

Al-Misri, Ahmad Ibn Naqub. (1991). The Reminiscences of the Traveler: A Classical Manual of Islamic Sacred Law. NoahHa Mim Keller (Modern Printing Press. Abu Dhabi).

American Marketing Association. (1960). Marketing Definitions: A glossary of marketing terms, AMA, Chicago.

American Marketing Association. (2016). Marketing Definitions: https

Antonio, M. S. (2007). Muhammad SAW: The Super Leader Super Manager, Prophetic Leadership and Management Centre, Jakarta

Arham, M. (2010). Islamic Perspectives on Marketing. Journal of Islamic Marketing, 1(2), 149-164.

Badawi, Jamal A. (2002). Islamic Worldview: Prime Motive for Development. Humanomics, 18(3), 3-25.

Bagozzi, RP. (1975). Marketing as Exchange. Journal of Marketing, 39, 32–9.

Beekun, R.A. (1981). Islamic Business Ethics. The Islamic Institute of Islamic Thought. Human Development Series 2.

Bitner, M. (1992). Services capes; the impact of physical surrounding on customers and employees. Journal of Marketing, 56(2), 57-71.

Chartered Institute of Marketing. (2015). Marketing and the 7Ps: A brief summary of marketing and how it work.

Cooke, EF, Rayburn, JM & Abercrombie, CL. (1992). The history of marketing thought as reflected in the definitions of marketing. Journal of Marketing Theory and Practice, Fall, 10–20.

Durning, Alan. (1992). How Much is Enough. New York: Norton, p.122.

Grönroos, Christian. (2006). On Defining Marketing: Finding New Roadmap For Marketing. Marketing Theory, 6(4), 395-417.

Erffmeyer, R.C. Al-Khatib, J.A. & Hair, Jr. (1983). Sales Training Practices: A Cross –National Comparison. International Marketing Review, 10(1), 45-59.

Hassan, M.K. and Lewis, M.K. (2007). Ends and Means in Islamic Banking and Finance. Review of Islamic Economics, 11, 5-27.

Haneef, M.A.M. (1997). Islam, The Islamic Worldview, and Islamic Economics. IIUM Journal of Economics and Management, 5(1), 39-65.

Hoffman, K. & Bateson, H. (2006). Service Marketing: Concepts. Strategies and Cases. Thompson South-Western Publishing.

Hunt, SD. (1976). The Nature and Scope of Marketing. Journal of Marketing, 40, 17–28.

Hussnain, Syed Ali. (2011). What Is Islamic Marketing. Global Journal of Management and Business Research, 11(11), Version 1, 101-103.

Kearney, A.T. (2006). Addressing The Muslim Market. Fortune.

KoKu, P. S. (2011). Natural Market Segment: Religion and Identity-the Case of Zongos in Ghana. Journal of Islamic Marketing, 2(2), 177-185.

Kotler, Philip. (2004). Manajemen Pemasaran, Edisi Milenium, PT. Indeks Kelompok Gramedia, Jakarta.

Kotler, P., Bowen, J.T. & Makens, J.C. (2010). Marketing For Hospitality and Tourism, (5th ed.). Boston: Pearson.

Kotler, P. (2010). Marketing Management (millennium ed.). Upper Saddle River: Prentice Hall International.

Khan, M.A. (1987). Methodology of Islamic economics. Journal of Islamic Economics, 1(1), 17-33.

Khan, M.A. (1991). The future of Islamic Economics. Futures, 23(3), 248–261.

Miller, A. & Deiss, G.G. (1996). Strategic Management. New York: McGraw Hill.

Niazi, Liaquat Ali Khan. (1996). Islamic Law of Contract (ResearchCell. Dyal Sing Trust Library) Lahore.

Razzouk, N. and Al-khatib, J. (1993). The Nature of Television Advertising in Saudi Arabia: Content analysis and Marketing Implications. Journal of International Consumer Marketing, 6(2), 65-90.

Rice, G. (2001). Islamic ethics and the implications for business. Journal of Business Ethics, 18(4), 345-58.

Sattar, Zaidi (1988). The Ethics of Profit in the Islamic Economic System: A Socioeconomic Analysis. The Islamic Quarterly: A Review of Islamic Culture, 32(2), 69-76.

Saeed, Mohammad, et al (2001). International Marketing Ethics from an Islamic Perspectives: A value Maximization Approach. Journal of Business Ethics, 32, 127–142.

Sula, M.S. and Kartajaya, H. (2006). Shariah Marketing. Bandung: Mizan.

Sharif M. Raihan. (1996). Guideline to Islamic Economics (Nature, Concepts and Principles), Bangladesh Institute of Islamic thought, Dhaka, Bangladesh.

Shaw, S. A. (1996). Business Ethics. (Wad Worth Publishing Company. Belmont.

Uddin, S. J. (2003). Understanding the Framework of Islam in an Era of Globalization; A review, Business Ethics: A European Review, 12(1), 23-33.

Wilson, J. (2012). The New Wave of Transformational Islamic Marketing: Reflections and Definitions. Journal of Islamic Marketing, 3(1), 5-11.

Yudi Fernando Norizan Mat Saad Mahmod Sabri Haron. (2012). New Marketing Definition: A Future Agenda For Low Cost Carrier Airlines in Indonesia. Business Strategy Series, 13(1), 31 – 40.


  • There are currently no refbacks.