3. The 7P’s in Islamic Marketing
The new wave of reciprocity-based and consumer driven marketing requires much more pillars than the regular 4P’s of marketing. In the case of Islamic marketing, Wilson (2012) has added 7P’s from the Islamic perspectives which defined the elements as the following: x Pragmatism – Assessing the truth and meaning of theories which grounded in an applied scientific and real world/time approach. x Pertinence – Demonstrating relevance and applicability. x Palliation – To close the gaps and make difficulties less severe whilst accepting that many of the root causes may never disappear. x Peer-support – Identifying and engaging with social networks of stakeholder groups with authenticity. x Pedagogy – Empowering stakeholders through providing transparent instructional concepts, methods and practices regardless of whether they are marketers, academics or consumers. x Persistent – Continuous work regardless of any difficulties. x Patience – Laying the foundations for subject longevity.