Aligning the Marketing Mix of Islamic Products with Islamic Values: The Case of Naelofa Hijab
Journal Title: International Journal of Business and Management Invention - Year 2018, Vol 7, Issue 5
Abstract
The marketing of Islamic products has been under microscope in Malaysia in recent months following the launching of BeLofa by Naelofa Hijab at a well-known night club in its capital, Kuala Lumpur. The incident sparked debates among NH’s fans and followers as well as Islamic scholars and academicians, particularly in social media. The debates gave rise to issues and questions on how Islamic products should be properly marketed. This paper is looking at how Islamic related product should be marketed by examining available literature on Islamic teachings and marketing practices, established marketing principles and the marketing mix approach. This paper focuses on issues and trends currently relevant to Islamic related products and at the same time, determines whether the present practice is suitable or should be revised accordingly.
Authors and Affiliations
Nor Zainah Nordin, Nizamuddin Isa
Keywords
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