Marketing in the Middle East and North Africa
Abstract
The Middle East and North Africa is often viewed as a monolithic, homogeneous mass market. Of course this is not a true picture of the region and its people. At one extreme is Saudi Arabia with few people but tremendous oil wealth, and a small, although growing base for an industrial society. At the other extreme is Egypt which has 42 million people but no oil wealth; yet a trained workforce, the Suez Canal and basic economic potential. Between these two extremes are numerous variations; for instance Kuwait, a relatively free market, requires different selling techniques from nationalistic Iraq with its government/political purchasing policy.
Citation
Kaynak, E. (1984), "Marketing in the Middle East and North Africa", Management Decision, Vol. 22 No. 1, pp. 23-29. https://doi.org/10.1108/eb001336
Publisher
:MCB UP Ltd
Copyright © 1984, MCB UP Limited