A Comparison of the Islamic and Capitalist View of Mixed Marketing Decisions

Authors

1 Assistant Professor, University of Tabriz

2 Associate Professor, University of Tabriz

3 M. A. Student, Business Management, Marketing Concentration, University of Tabriz

Abstract

A righteous wanting of our society after the Islamic revolution is establishing Islam
values in all society decisions such as economic and business decisions. With this
fact in mind, Islamization of universities and textbooks is a necessity of religion.
However, a review of textbooks and papers in business courses - such as mixed
marketing decisions including product selection, pricing, promotion and marketing -
reveals that the courses are full of capitalism teachings. Moreover, managers often
apply such teachings to make decisions. In this paradigm, the goal of organizations
is maximization of profit by means of customer satisfaction, which is a capitalistic
value. The goal of this paper is to retrieve and analyze the Islamic values in mixed
marketing decisions.

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