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Keywords: Service thinking
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Journal Articles
Marketing Islamic services: tackling misconceptualisation of commercial insurance
Available to Purchase
Journal:
Journal of Islamic Marketing
Journal of Islamic Marketing (2021) 12 (2): 264–279.
Published: 20 February 2020
...Djavlonbek Kadirov Purpose The purpose of this paper is to offer an alternative conceptualisation of commercial insurance that is based on service thinking and compares it to the ideas flowing from goods thinking that currently appears to be a dominant mindset. Design/methodology/approach When...
