7P's: A Literature Review of Islamic Marketing and Contemporary Marketing Mix

Hashim, Nurhazirah; Hamzah, Muhammad Iskandar

doi:10.1016/j.sbspro.2014.04.019

Cited by 53 publications

(71 citation statements)

References 2 publications

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“…Accordingly, marketing mix has since evolved and today they are seven Ps (Hashim and Hamzah, 2014;Londhe, 2014). The four P"s are used mainly for products and the additional three Ps are process, people and physical evidence used for services.…”

Section: Based Onmentioning

confidence: 99%

“…Therefore, start-ups need to have a thorough understanding of the mix application because of the value adduced (Loo and Leung, 2018). The seven "Ps" are basic concepts used to understand the nature of marketing to enable start-ups meet customers" needs profitably (Hashim and Hamzah, 2014). In fact, the success of business firms is juxtaposed to proper application of the marketing mix elements because it is capable of forecasting the needs of potential customers (Garusing, 2002).…”

Section: Based Onmentioning

confidence: 99%

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Application of the elements of marketing mix by business start-ups during incubation: A case of Makerere University in Uganda

Tibaingana¹

2019

Afr. J. Bus. Manage.

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Firm incubation and marketing mix are not new concepts in the business world. They have been existing for decades and their meaning has been explained in real business sense. Despite being in existence for long, little is known about how marketing mix elements (popularly referred to as the "Seven P's") are used by business start-ups during incubation. Data were collected from owners of start-up businesses in the incubation centres at Makerere University, Kampala Uganda. The study adopted a qualitative research method because owners of start-ups see the application of marketing mix elements as paramount. Data were analysed with Nvivo 10 software. The findings show that the critical marketing mixes used for start-ups are people, price, product, and place. However, it was revealed that the way the marketing mixes were applied in start-ups is not clear. The majority did not know how to apply the marketing mix in running their businesses. It is recommended that incubation centres should put more emphasis on applying the marketing mix during the mentoring and coaching processes. This should become a policy in all incubation centres for start-ups to be successful.

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Section: Based Onmentioning

confidence: 99%

Section: Based Onmentioning

confidence: 99%

Application of the elements of marketing mix by business start-ups during incubation: A case of Makerere University in Uganda

Tibaingana¹

2019

Afr. J. Bus. Manage.

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“…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).…”

Section: Islamic Marketing MIXmentioning

confidence: 99%

Incorporating Islamic Ethic Elements into Marketing Mix Paradigm

Shafin

Kasim

2018

Financial Risk and Management Reviews

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“…Different approaches are emerging as bases on which theory-building might conceivably be built: One approach (e.g. Allah Pitchay, 2012;Hashim & Hamzah, 2014) for instance seeks to contextualize the process of 'doing' Islamic marketing within existing marketing principles with a view to distinguishing Islamic marketing practice from conventional marketing strategy development. Another (e.g.…”

Section: Fadahunsi and Kargwell 37mentioning

confidence: 99%

Social Media, Consumer Behavior and Marketing Strategy: Implications of “Halal” on Islamic Marketing Operations

Fadahunsi¹,

Kargwell²

2015

JSBED

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The paper broadly examines the role of social media in Islamic marketing strategy development within the context of the reported shift towards more relationship-oriented approaches to marketing. Social media platforms have emerged as key communication tools in relationship marketing in part because of their ability to facilitate on-going two-way communication between an organization and a mass audience, whilst maintaining the push-messaging capabilities of traditional marketing. There is therefore growing academic interest in exploring the factors that influence the adoption and use of social media for business development purposes. There is a similarly growing interest in the field of Islamic marketing, due in part to its sheer size, as well as the relatively significant influence that Islam exerts on the consumption behaviors of Muslims and on the operations of business managers. The goal of the paper, then, is to describe the role that social media platforms play as brand communication tools in an Islamic marketing context. We begin the paper with a brief exposition of the concept of Islamic marketing, highlighting some of the factors influencing academic developments in the field. Next, we discuss the main ways in which the use of social media by marketers and consumers alike influence Muslim consumer behavior. Finally, we conclude the paper by examining the effectiveness of the evolving role of social media platforms as tools with which marketing managers can influence the purchase behavior of Muslim customers.

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7P's: A Literature Review of Islamic Marketing and Contemporary Marketing Mix

Cited by 53 publications

References 2 publications

Application of the elements of marketing mix by business start-ups during incubation: A case of Makerere University in Uganda

Application of the elements of marketing mix by business start-ups during incubation: A case of Makerere University in Uganda

Incorporating Islamic Ethic Elements into Marketing Mix Paradigm

Social Media, Consumer Behavior and Marketing Strategy: Implications of “Halal” on Islamic Marketing Operations

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