Jurisprudential Analysis of Discounts Granted to Promote a Product in Marketing
Abstract
The basic focus of marketing is to ensure the availability of product for the customer at right place, right time and reasonable price. Promotion is known as one of the vital elements of the marketing mix which includes product, price, and place (distribution). Promotional tools (e.g. advertising, gifts, contests and discounts) are acknowledged as one of the basic element of marketing to aware consumers about products and services which ultimately contribute to the economic progress and development of a society. There is a need to develop general guidelines for achieving marketing goals and corporate objectives in an ethically suitable way. Ethical behavior in promotional activities must be founded on a solid basis of Islamic principles and injunctions. Muslim marketers have to be aware of their position and role in practicing marketing activities. The Qur'anic view about man and his resources should be the basis for designing promotional tools and media strategies. The emphasis of this study is to collect and implement the Islamic point of view about the promotional ethics related to promotional discounts by pointing out the unlawful promotion tactics with suitable recommendations based on fiqh iopinions.
Ata ur Rahman. (2021) مارکیٹنگ میں پروڈکٹ کی ترویج کے لیے ڈسکاؤنٹ(چھوٹ) دینے کا فقہی جائزہ, AFKĀR (Journal of Islamic & Religious Studies) , Volume 5, Issue 1.
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