A Conceptual Framework in Marketing Based on Islamic Foundations

Business has such an importance in the value system of Islam that the longest verse of Quran (Bagharah: 282) has been dedicated to the details of one of economic problems i.e. business documents. Marketing philosophy is one of subjects that needs research and explanation where the western and eastern marketing philosophies have not met all the needs and material and intellectual interests of the human being and the society. Today human being looks for teachings of Islam in all fields especially in marketing. Islamic marketing as a discipline is the result of evolutions in world economy. So presenting Islamic marketing models is one of unavoidable necessities. The goal of this research is the exploitation of characteristics and aspects of Islamic marketing from the viewpoint of Quran and Sunnah and presenting a proper framework for application of it in Islamic countries. The approach of the research is mixed explorative (qualitative-quantitative). The results of analysis show that elements of Islamic marketing can be categorized in three aspects of faith-relating bases and principles, communication and instruments.