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Advances in Islamic Finance, Marketing, and Management

An Asian Perspective

Of interest to both academics and practitioners who assist in making Shariah-centric strategies, this work is particularly important as Asia holds a major percentage of Islamic assets in South Asia, Southeast Asia, and the Middle East, with new opportunities opening in Central Asia.

and dynamic scenario of Muslim and non-Muslim's engagement in marketing. 3.1. MARKETING MIX Marketing mix is the concept of 4Ps: product, price, promotion and place. It has been popularised by Borden since 1965 (Ahmed & Rahman, 2015).