International Marketing Ethics from an Islamic Perspective: A Value-Maximization Approach

Mohammad Saeed¹, Zafar U. Ahmed^{2, 3} and Syeda-Masooda Mukhtar³

(1)	International Islamic University, Malaysia

(2)	Minot State University, U.S.A

(3)	Nanyang Business School, Nanyang Technological University, Singapore

Abstract  International marketing practices, embedded in a strong ethical doctrine, can play a vital role in raising the standards of business conduct worldwide, while in no way compromising the quality of services or products offered to customers, or surrendering the profit margins of businesses. Adherence to such ethical practices can help to elevate the standards of behavior and thus of living, of traders and consumers alike. Against this background, this paper endeavors to identify the salient features of the Islamic framework of International Marketing Ethics. In particular, it highlights the capabilities and strengths of this framework in creating and sustaining a strong ethical international marketing culture. At the heart of Islamic marketing is the principle of value-maximization based on equityand justice (constituting just dealing and fair play) for the wider welfare of the society. Selected key international marketing issues are examined from an Islamic perspective which, it is argued, if adhered to, can help to create a value-loaded global ethical marketing framework for MNCs in general, and establish harmony and meaningful cooperation between international marketers and Muslim target markets in particular.

corporate responsibility - corruption - ethical behavior - ethics - Islam - international marketing - marketing mix - regulatory institutions - value-maximization