Value and Faith Based Marketing

I. Value and Faith Based Marketing
	The world is developing itself into a global village. From a marketing-management perspective, it is crucial to be aware of and sensitive to value and faith differences which is the major premise for the success in the rapidly changing marketplace. Cultural values shape acceptable purchasing and product-use behaviour for both consumers and businesses, thus influencing each component of the marketing mix. Businesses must also have a good understanding of the community and their values and faiths and market it in a manner that helps to recognise the impact values and faiths have on Marketing. In this theme, several related topics are explored: Islamic Marketing, Confucian/Chopsticks Marketing and Advertising of Controversial Products.
	A. Islamic Marketing
	Islamic marketing is embedded in a strong ethical doctrine. The principle of value-maximisation based on equity and justice is the heart of Islamic Marketing. It also raises the standards of business conduct worldwide, enhancing the quality of products and services offered to customers and surrendering the profit margins of businesses. Under this sub-cluster, Islamic banking and finance services is an important topic to exa