THE CONCEPT OF HALAL IN VISUAL ART MARKETING STRATEGY: A RESEARCH MODEL DEVELOPMENT
Ishak Ramli1*, Mohamad Noorman Masrek2, Mumtaz Mokhtar3, D’zul Haimi Md Zain4, Mohamad Rahimi Osman5, Zarlina Mohd Zamari6
1Mr., Faculty of Art and Design, Universiti Teknologi MARA, Perak Branch, Seri Iskandar Campus,
32610 Seri Iskandar, Perak, MALAYSIA, firstname.lastname@example.org
2Assoc. Prof. Dr., Faculty of Information Management, Universiti Teknologi MARA, Selangor Branch, Puncak Perdana Campus, 40450 Shah Alam, Selangor, MALAYSIA, email@example.com
3Dr., Faculty of Art and Design, Universiti Teknologi MARA, 40450 Shah Alam, Selangor, MALAYSIA, firstname.lastname@example.org
4Professor Dr., Faculty of Art and Design, Universiti Teknologi MARA, 40450 Shah Alam, Selangor, MALAYSIA, email@example.com
5Professor Dr., Academy of Contemporary Islamic Studies, Universiti Teknologi MARA, 40450 Shah Alam, MALAYSIA, firstname.lastname@example.org
6Ms. Academy of Language Studies, Universiti Teknologi MARA, Perak Branch, Seri Iskandar Campus, 32610 Seri Iskandar, Perak, MALAYSIA, email@example.com
Visual art marketing strategy is a crucial aspect to be taken into consideration in order to ensure the continuous development of visual art field. It assists visual art practitioners to keep being productive in their efforts to come out with more art pieces to be sold. A few previous researches featured several marketing strategies for visual arts: nevertheless, there is no attempt to look at visual art marketing from the perspective of Islamic shariah. With uncertainties looming on visual art’s place in marketing world, the researchers recognize the need to study the concept of Islamic shariah in visual art marketing strategies. Based on this identified research gap, this study aims to produce a model that is related to the Islamic shariah concept regarding visual art marketing strategies. As a result, the discussion on the model involves several aspects namely: 1) product; 2) production process; 3) market place; 4) retailer / collectors; and 5) transactions. Recommendation for future research direction in this area is a more comprehensive study on Islamic marketing strategies in visual art.
Keywords: Marketing Strategy, Visual Art, Halal Concept, Model, Islamic Shariah.
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