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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.

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 ...

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).