Marketing in an Islamic economy.

Byline: Muhammad Zeeshan Farrukh

When we talk about implementation and practice of Islamic economic system as a whole, we must look at every aspect of Islam as well. Marketing is one of the most important aspects of economics having a wide meaning and sense. Marketing involves each and every action that one performs during the time of production to selling or offering goods and services to the people. Therefore, the concept of marketing is the integral part of economy and without the concept of marketing; the economic practice cannot be performed. Marketing involves the process of attraction and awareness of certain product or service among the public and target market. In this respect, we should analyze and consider the concept of marketing with very deep thinking keeping in view the injunctions and ethical standards of Islam.

If we talk about the concept of marketing in an Islamic economy, the first stage is the consideration and thinking of launching regarding the certain product or service in the market. We must keep in mind the injunctions of Islam here and consider the nature of the certain good and service with respect to Halal and Haram. At this stage, anything that is prohibited by Islam and has no value according to Islam must not be chosen for marketing or selling as the earning would be prohibited in this regard. Any business transaction that is based upon interest or gambling must not be considered for marketing. In case of leisure, any game or activity based upon gambling is not allowed therefore casinos or other these types of activities must not present in an Islamic society.

In case of educational courses, any course or education that has any contradiction with the injunctions of Islam and leading to the implementation and practice of activities that have contradiction with Islam must not be promoted or marketed among public. In case of any confusion or ignorance about something, the Shariah scholars might be consulted in this respect.

If certain product or service is Halal then the next step is the production, branding and packaging of the product or service. At this step, various things must be considered according to different products or services. In this respect, every product or service must be produced with appropriate standards or instructions as provided by the law of the land and Islam. For example, in case of food business, the food must not be injurious to health. In this way, healthy and Halal ingredients must...