Identifying Components of the Ethical Marketing System Based on Islamic-Iranian Approach

Subject Areas : Business Strategy

Fatemeh Noorshargh ¹ , Hasan Esmailpour ² , Hossein Safarzadeh ³ , Behrooz Ghasemi ⁴

1 - PH.D student of marketing management- Department of business management, Central Tehran Branch, Islamic Azad University, Iran, Tehran
2 - assistant professor- Department of business management, Central Tehran Branch, Islamic Azad University, Iran, Tehran
3 - assistant professor- Department of business management, Central Tehran Branch, Islamic Azad University, Iran, Tehran
4 - Department of business management, Central Tehran Branch, Islamic Azad University, Tehran, Iran

Received: 2019-01-31 Accepted : 2019-04-06 Published : 2019-04-01

Keywords: Individual Norms, Religious Norms, Social Norms, Green Norms, Organizational Norms, Ethical Marketing System, 4PS Norms,

Abstract :

The present study is conducted to identify the components of the establishment of an ethical marketing system based on the Islamic-Iranian approach with emphasis on the food industry. In terms of its purpose and in terms of its nature, it is a descriptive analytic type, and collects statistical data using a library methodology for research literature and Delphi method based on an expert opinion survey. In order to achieve the purpose, through an applied approach and through a survey method, a researcher-made questionnaire based on the components of the establishment of an ethical marketing system based on the Islamic-Iranian approach compiled. Then, through the Delphi technique, which is a reliance on thought and use of expert knowledge and views and after three stages, the agreement and consensus of the Delphi group have reported on the components for the establishment of the ethical marketing system based on Islamic-Iranian approach. In order to consider the scientific and technical aspects, 30 experts in marketing system (marketing professors and experts in food industry marketing) were determined. Data analysis has been done with a mixed approach based on deep and structured studies and through content analysis. The results showed that social norms, organizational norms, green norms, individual norms, 4 ps norms and religious norms are among the requirements of establishing an ethical marketing system based on the Islamic-Iranian approach with emphasis on food industry.