Utilisation Of Islamic Marketing Mix In Resolving Rising Cost Of Living: A Literature Review

With the current situation that is plaguing the world currently, the COVID-19 pandemic
outbreak has an enormous impact on Malaysia and the rest of the world. This has indirectly led to the global economic recession. The International Monetary Fund (IMF) thinks that the economic situation this time will be like the fiscal crisis that occurred in 2007 to 2008. Not only the economy, but also individuals are also affected by this pandemic situation. In this regard, many people affected by losing their job, salary cuts and many other unprecedented events. This problem create a direct impact to the rising cost of living which requires an effective solution. The paper discussess this issue and the way forward to help people overcome this difficulties.

Keywords: Islamic marketing, Cost of living, Covid-19 pandemic.