Purpose
The paper aims to conceptually exhibit modern marketing theory from an Islamic perspective.
Design/methodology/approach
The paper is conceptual and qualitative in nature. It originated from two mainstream publications. The first belongs to the ones which discuss Islamic economics and Islamic banking and finance. The second source comes from those which discuss Islamic business ethics. Both sources are essential in developing the conceptual theory of Islamic marketing.
Findings
Religious teachings, at least Islam, could be applied in the realm of modern marketing theory. Though not all of its elements could be applied in Islamic society, modern marketing theory will provide some elements which could be utilised in developing Islamic marketing theory.
Research limitations/implications
The lack of papers on Islamic marketing makes the depth of discussion rather limited.
Originality/value
Although several papers already exist in discussing Islamic business ethics with some elements of the marketing mix, it could be argued that this paper is the first of its kind which specifically discusses the concept of modern marketing from an Islamic perspective.