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Financial Risk and Management Reviews

June 2018, Volume 4, 1, pp 24-33

Incorporating Islamic Ethic Elements into Marketing Mix Paradigm

Nazree Shafin


Rozilah Kasim

Nazree Shafin 1 ,

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

Pages: 24-33

DOI: 10.18488/journal.89.2018.41.24.33

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Article History:

Received: 08 October, 2018
Revised: 14 November, 2018
Accepted: 05 December, 2018
Published: 02 January, 2019


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.


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



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This study received no specific financial support.

Competing Interests:

The authors declare that they have no competing interests.


All authors contributed equally to the conception and design of the study.

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