Integrated marketing communication : a spiritual and an ethical Islamic perspective

• Main Authors: Siti Aishah, Chu Abdullah, Mohd Nizam, Sahad
• Format: Article
• Language: English
• Published: Inderscience Enterprises Ltd. 2016
• Subjects: BL Religion; BP Islam. Bahaism. Theosophy, etc; H Social Sciences (General)
• Online Access: http://ir.unimas.my/id/eprint/42204/3/Integrated%20marketing%20-%20Copy.pdf; http://ir.unimas.my/id/eprint/42204/; https://www.inderscience.com/info/inarticle.php?artid=81307
• Institution: Universiti Malaysia Sarawak

The purpose of this study is to ascertain the importance of spiritual elements and ethics to marketing strategy. The study uses critical review of the literature for insights on the integrated marketing communication (IMC) as an example of marketing strategy and Islam as a representative of spiritua...