Revisiting exchange concept: a rationale for marketing mix in Islamic marketing / Johari Abdullah

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Revisiting exchange concept: a rationale for marketing mix in Islamic marketing / Johari Abdullah

Marketing mix has been the cornerstone of the discipline and dominating marketing early thought. This concept has been the focal point in the development of conventional managerial paradigm with strong adherence to its normative pillars of ‘4 Ps’. History has shown that a new paradigm constantly shi...

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Bibliographic Details
Main Author:	Abdullah, Johari
Format:	Article
Language:	English
Published:	Faculty of Business and Management, Universiti Teknologi MARA, Puncak Alam Campus 2017
Subjects:	Marketing
Online Access:	https://ir.uitm.edu.my/id/eprint/18982/

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