In our attempts to persuade others to the truth, discouraging others from doing wrong, and calling others towards Islam with our character and good deeds, a fair amount of marketing is definitely involved. As Muslims, we all are technically required to execute marketing, everyday.
However the very word itself, marketing, was rarely used in the Islamic world when dealing with theology, and much of the advances in marketing has come from the west, with recent new fields such as neuromarketing. With that, can we borrow concepts from the West, and apply and adapt in matters of theology?
Of course, the answer is in the affirmative yes. The concept of doing so, is called Iqtibas, which describes the act of taking something of good value and knowledge that is beneficial from others, even those not in the Islamic faith, and adapting it to strengthen the Islamic community itself. An example of such an act was from the Prophet (saw) himself who, during the Ahzab war, listened to the foreign Persian advice to build a trench, which then proved to be a decisive winning tactic for the Muslims.
This concept of adaptation or Iqtibas is much needed in today’s world, as we try to correct not only the perceptual misunderstandings non-Muslims have about Islam, but to also advise our increasingly opinionated fellow Muslim brothers and sisters on what is only good for them. We need all the help we can get, and we should seize such marketing knowledge if it does not contradict with Islam, from whichever corner this knowledge comes from.