Islamic Marketing ; The new way to thinking
By Adipta Novamta Mahardhika
Nowadays, probably if we hear word about “Islam “perhaps in our minds, we were thinking related about stringency and jihad in wrong way .It was happening only because a group of who did wrong in translate what is actually “jihad” means for instance the big bombers in Kuta Bali and WTC Marriot.Therefore, we will not discussed about Amrozi ,Imam Samudra or Dulmatin, but as the young businessman in the future and also as Islamic youth generation who aware about harmonies in society; we should know the fun way and new approach in marketing which is ‘’Islamic Marketing”. This approach was growing up after the near brother which is Islamic finance was having remarkable approach. Nowadays, many country in the world whether they Muslim country or not apply this new philosophy, around seventy five (75%) country around the world was using this approach. Because of that many expertise or professor try to find out and apply Islamic marketing in the their part of marketing strategy for instance the Sage or The father of modern marketing who is Phillip Kotler learn and identified about marketing in islam especially in Indonesia. He elaborate with Hermawan Kartajaya and launching the new Book “Marketing 3.0” that offers value driven marketing.Now,time for us to speak up and as youth generation :
Why should Islamic marketing?
First, Islam gives framework that shapes the moral and ethical behavior of a growing number of Muslim consumers around the world. These consumers constitute about one quarter of the total world population and represent a majority in more than 50 countries. Second, the number of Islam population is increasing every year this determine that Islam has big influence in world economic. Islamic financial institutions, for example, manage or control funds worth around $60 billion (Rodney, 2004). Third, there has been an increasing Foreign Direct Investment in Islamic Country for example our country Indonesia the tendency of FDI increasing is goes up 5% until 9% every year. And fourth, the current political trends indicates that there appears to be a definitive push towards greater Islamisation of countries where Muslims are in the majority (Malaysia, Egypt, Afghanistan and Indonesia) in the form of a return to the application of the Islamic law (Sharia’s) to all facets of life and thought.
In brief, we believe that Islamic Marketing can give contribution in marketing world as new approach. This is approved by some indicator once of its how big potential Islam population around the world and also the key elements on Islamic marketing is very strongly avoiding liars or different what benefits of our product are. Therefore as a businessman ,we should try to learn, know, and apply it in our marketing strategy.
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