ABSTRACT
Islam's approach to promotions for societal and other causes stresses the importance of gradualism and persistence. Although Muslim companies, like all other companies in the marketplace, have the right to engage customers and to use and introduce a profoundly different marketing mix, they cannot go around ridiculing the lifestyles and consumption patterns of non-Muslims. Islamic business ethics imply that accurate product information should be provided when a good is sold as well as in the associated advertising and marketing literature. Advertisements should not offend Islamic values. Islam takes a strong stand on both the content and the delivery of promotions. The philosophy of ends justify means' is strongly denounced, since both ends and means must be Shariah-compliant. Islam holds both buyers and sellers accountable for their actions, not only before the Shariah but, more importantly, before God in this life and in the hereafter.
