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Marketing in the Middle East and North Africa

Erdener Kaynak

Management Decision

ISSN: 0025-1747

Article publication date: 1 January 1984

417

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

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