The marketing function has undergone tremendous changes in the past decade. Today marketing involves technology, engagement and most importantly creating and delivering an authentic brand experience from the employees’ and consumers’ perspective. Brand value as an asset, in monetary terms , is now fully dependent on
this brand experience.
A Forbes article– ‘Are today’s CMO’s tomorrow’s CEO’s?’ aptly shows how marketing heads have the best holistic picture of a business due to their concentration and clarity of understanding the end-benefit of touch-points and infrastructure requirements to deliver the required brand experience.
Does the Islamic Finance industry understand the huge potential that marketing brings to its business and brand?
This is the question I try to answer in my article– ‘Marketing Islamic Finance’– that was published in the Jan 2015 issue of the Islamic Finance Today, and I explore how modern-day marketing can work for Islamic Finance, both across Islamic finance and non-Islamic finance markets.