Download Proceedings of World Business and Social Science Research Conference

Proceedings of World Business and Social Science Research Conference
25-25 October, 2013, Novotel Bangkok on Siam Square, Bangkok, Thailand, ISBN: 978-1-922069-33-7
Compliance to Islamic Marketing Principles and Its Effect
on Marketing Performance
Ir. Ahmed Al-Malkawi
This research aims to explore the extent of compliance of Jordanian
business enterprises to Islamic marketing principles in terms of product,
price, promotion, and place and its effect on marketing performance, i.e.,
sales volume, market share, and profitability. It also explores marketing
performance influences by Jordanian business enterprises referring to its
characteristics; nature of business, business size, age of business, and the
number of employees in terms of their compliance to Islamic marketing
principles. Total of (200) active members of The Jordanian Businessmen
Association (JBA) where examined. (156) out of (200) participants
responded to the questionnaire. The study survey was conducted within
th
th
the period of (March 5 and March 16 , 2012). After applying the study on
the Jordanian business decision makers, the researcher arrived at the
conclusion that there is somewhat compliance sentiment in applying the
principles of Islamic marketing when practicing marketing activities (4Ps)
interpreted by the consent of participants on the statements of the
questionnaire (somewhat accepting). The study indicates that price and
distribution are the lowest of being compliant by businesses among the
4Ps. The study findings suggest that compliance to the principles of Islamic
marketing have an effect on market performance. Where the (profit) is the
most to be affected and have positive effect on it. The study indicates that
business characteristic variables are varied in its effect. This study is the
first of its kind not only in Jordan but also elsewhere to relate the degree of
compliance of Islamic marketing principles and its effect on marketing
performance.
Keywords: Islamic Marketing, Islamic Law and Marketing Practices, Islamic
Marketing Mix.
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Dr. Ir. Ahmed Al-Malkawi, Independent Scholar, President, Cross-Cultural Business Consulting, FZE.,
Chief Engineering, M.Malkawi Architects & Consulting Eng., P. O. Box: 17180, Amman 11195,
Jordan, Tel: + 962-78580-6300, Email: [email protected], [email protected]