Clarifying Islamic Marketing Fundamentals

This study has been done for identifying the basics, principles, and tools of marketing based on the Islamic rules in order to offer a comprehensive model in that field. Both qualitative research and content analysis approaches have been used in this paper as a fundamental research for studying the Islamic marketing basics. In the first step, theoretical basics and various perspectives of the conventional marketing were studied in order to collect data, and identify concepts related to Islamic marketing. Then, the frequency of related concepts were counted after extracting and coding them through a study of the Holy Quran and five other books of Islamic law called Allhayat. Qualitative research software MAXQDA were applied for this content analysis to set the Islamic marketing model that includes three main elements of beliefs, values and principles, and tools that include four subordinate elements of production, sales, price and distribution. Fifty eight main concepts and twenty two subordinate concepts were identified in a model that shows the relation between them. In the end, some recommendations have been offered for future research.