Konsep keadilan dalam bauran pemasaran menurut perspektif Islam

Siregar, Rizal Ma'ruf Amidy (2016) Konsep keadilan dalam bauran pemasaran menurut perspektif Islam. Al-Masharif: Jurnal Ilmu Ekonomi dan Keislaman, 4 (1). pp. 108-122. ISSN 2356-4628

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Abstract

Business cannot be separated from trading/sales activities. Marketing mix
(product, price, place and promotion) has been the main strategy of the majority
of companies around the world in carrying out marketing activities. The
capitalists marketing mix only prioritizing maximization of financial profit, while
the marketing mix in the era of globalization is more focused on maximizing
values. Islam offers the better of those two types of marketing. In conducting its
product, pricing, place and promotion strategy, Islam prefers the interests of
wider society. Islamic Marketing only looks the maximization of value if the
aspects of fairness and honesty are met. It can be said if Islamic marketing forbids
the slightest cheating in every process of the marketing mix.

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