Cases in Strategic Marketing Management: Business Strategies in Muslim Countries

Cases in Strategic Marketing Management: Business Strategies in Muslim Countries
ISBN-10
0130283576
ISBN-13
9780130283573
Series
Cases in Strategic Marketing Management
Category
Business & Economics
Pages
178
Language
English
Published
2001
Publisher
Pearson College Division
Author
John A. Quelch

Description

With fascinating cases and a rare insight into the business practices of the Middle East, this book discusses the limitations, challenges—and opportunities—Western companies can expect to encounter when marketing in middle eastern countries. Discussion of reasons for Western multinationals' avoidance of marketing in the Middle East educates readers in the obstacles that have prevented Western marketers from seeking markets in this part of the world. Examination of political and cultural fragmentation in the Middle East helps readers understand the existing economic differences in the region. The changing political climate in the Middle East is discussed, offering readers promising examples of the region's trend of openness to outsiders. The influence of Islamic principles on marketing and business relations is examined. The position and customs of Muslim women, and their potential as a strong market, is considered. Discussion of the cultural and religious differences that influence how business transactions are handled in this region acquaints readers with the subtle practices and customs of the Muslim culture in business negotiations. An excellent resource for professionals working in this area of the world.

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