Theoretical Framework for Islamic Marketing: Do We Need a New Paradigm?
Ahmad Azrin Adnan

Abstract
Islamic worldview (tasawwur) and Islamic epistemology base of marketing theory, model and approach is rather limited in terms of its development. The situation only covers the form of accommodative-modification and eclectism-methodological which due to inadequate and conventional effort in explaining Islamic marketing theoretically. This article aims to clarify the needs in forming theoretical framework for Islamic marketing with focus on two things of firstly the accuracy of the available approach in Islamic point of view and secondly the current situation of Islamic marketing in terms of the concept, theory, model as well as the approach. These two things rationalize the needs which Islamic marketing theoretical framework to be developed.

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