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Advertising Practices and Promotion in the Islamic World under the Shariah Observation: A Case Study on Bank Islam in Malaysia
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This study looked at advertising in Islamic institutions to decide if they adhere to the shariah guidelines. Descriptive observation was carried out to measure the gap and distance of promotional tools between prominent conventional banks and Islamic banks. Islamic banks are at advantage compared to their rival because they are providing banking procedures under the shariah observation. In case of products and special offerings by Islamic banks, majority of customers are ignoraned. This study showed that the Islamic banking promotion is on the right track.

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International Islamic University Malaysia, P.O. Box 10,
53100 Kuala Lumpur
Kuala Lumpur
Malaysia

Full Name [1]
Khaliq Ahmad
Email [1]
khaliqahmad@iium.edu.my