Please use this identifier to cite or link to this item: http://prr.hec.gov.pk/jspui/handle/123456789/17369
Title: مارکیٹنگ کے اصول اور اس کی جدید صورتوں کا شرعی جائزہ
Authors: Shah, Noor Wali
Keywords: Religious Studies
Islamic Studies
Issue Date: 2021
Publisher: University of Karachi, Karachi
Abstract: The word “Marketing” is derived from “Market”. It is the name of a continuous process starting from farm to fork. It gives strategies and guidelines to various businesses at various stages of Marketing. Although it has its existence since the time of Adam, in different forms, but the industrial revolution in Europe has made various changes in it and shaped it not as an art but a complete science. Marketing in its present form started its journey in the start of the past century. Various contributions have been given since then. Marketing thoughts and theories, marketing definitions, limitations and scope of marketing have been debated several times. Due to the development made by human, the definition of marketing was changed many times. To manage marketing in a flow form, various theories and ideas were added. The most famous one was 4 P’s of Marketing. These four P’s are Product, Price, Promotion and Place. If we see the marketing background and nature, these four P’s can elaborate the complete process and all stages of marketing easily and clearly. Then these were debated and another theory of 7 P’s was introduced that has three extra p’s People, Process and Physical evidence. Along with many reasons for this new theory one was that, the previous 4 P’s theory although describes production industry, but it cannot describe services industry, which is also a part of Marketing. Due to importance of marketing, its strategies are adopted by industries. However the conventional marketing is based on human’s thoughts and their wants to gain more profit, it has many faults in it and it was supposed necessary to be analyzed in the light of Quran and Sunnah. The basic aim of this thesis is to Islamize conventional marketing and the procedure adopted for it is that first conventional marketing is introduced then all the above 7 P’s of marketing are discussed in the light of Shariah and Islamic Principles are derived for these P’s in order to give bases to Islamic Marketing. مارکیٹنگ کے اصول اور اس کی جدید صورتوں کا شرعی جائزہ 27 Then Shariah matters regarding various modern segments and kinds of Marketing are described in the light of Shariah laws. This thesis has six chapters: The 1st Chapter consists of introduction of Marketing, its Historical background, main theories and strategies adopted in Marketing and a brief review of both conventional and Islamic Marketing. The 2nd Chapter gives details about the first P of Marketing Mix “Production” its introduction, core strategies, shariah principles for Production and implementation of these principles in modern production units. The 3rd Chapter describes service industry. In order to describe this industry 3 exrta p’s of Marketing are added in this Mix; “People, Process and Physical Evidance”. In this chapter after describing service industry and these p’s, shariah rules for service industry and putting these rules into practice in the modern service industry are discussed. The 4th Chapter consists of the theories, plans and procedure of Pricing. In this chapter, Islamic rules for pricing and its implemention in modern pricing problems are also stated. The 5th Chapter sheds light on Promotion; another P of Marketing Mix. Like the previous chapters, this chapter also describes first promotion and advertising, then Islamic principles for promotion and advertising and its implemention in the modern methods of promotion and advertisement. The last Chapter comprises Distribution (Supply Chain), which is named as Place in Marketing Mix. In this chapter after describing various stages of supply chain and strategies used in them, shariah rules for halal supply chain are added. These rules are described separately for each level in supply chain, for example whole selling, retailing, wharehousing, logistics and international trade. At the end of the thesis feasible recommendations regarding Islamic marketing are given.
Gov't Doc #: 23571
URI: http://prr.hec.gov.pk/jspui/handle/123456789/17369
Appears in Collections:PhD Thesis of All Public / Private Sector Universities / DAIs.

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