BasitRahman2014-06-112014-06-112014https://escholar.umt.edu.pk/handle/123456789/1151This thesis attempts to explore marketing ethics in the light of Islam. In today’s business world, success of a business organization is majorly dependent upon the effectiveness of its marketing campaign and strategy. Marketing is being considered as one of the most crucial factors for the long-term success and survival of a business. Businesses with strong marketing campaigns have proved to be more successful in increasing their profitability and productivity as compared to their competitors in various market segments. That’s why local and multinational companies all over the world are inclined towards heavy investments on marketing and advertisement for their products and services. Heavy budgets are being allocated by business organizations on marketing and advertising departments just for boosting sales of products and services. Marketing agencies all over the globe use various marketing and advertising strategies to boost brand awareness of their products and increase their market share. However, several of those marketing and advertisements appeals are considered to be unethical for different religions, cultures etc. Marketing in its roots is based on secularism and materialism with only primary motive of profit maximization. On the other hand, Islam has its own worldview comprising of a considerable number of religious and social values and teaches to synthesize material and spiritual aspects of life in order to assure success not only in this world but also in the hereafter. Islam which is considered to be “a complete way of life” rather than just a “religion” for Muslims has also given complete guidance to its followers in business and marketing which are required to be elaborated further to make it more vivid and practicable in the contemporary world.This thesis aims to present a critical review of today’s marketing practices and standards in the light of Islamic teachings. This thesis also throws light on ethics and standards derived from Quran and other Islamic literature for marketing of products and services in the present era and that how those Islamic marketing ethics can be practicable in today’s business environment.enIslamic Thought and CivilizationM.Phil ThesisThesis