Marketing Shariah compliance.
From the mid-2000s, social and ethical concerns gained significance. Islamic financial institutions were scrutinised beyond profits, or undertaking corporate social responsibility merely as goodwill. With all this and more on the one hand and the constantly growing and evolving markets on the other, serving consumers has become dizzying.
Marketing is a complex enterprise. Leaf through the literature and you will find articles on seemingly unconnected matters-music and scent preferences, effects of humour usage by financial advisors, call centre locations, even fengshui for bank branch outfitting. But these seemingly disparate concerns are forged as a coherent unity under the purview of strategic marketing.
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