Cases in Strategic Marketing Management: Business Strategies in Muslim Countries

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9780130283573: Cases in Strategic Marketing Management: Business Strategies in Muslim Countries

With case studies and insight into the business practices of Muslim countries, this text discusses the limitations, challenges - and opportunities - Western companies can expect to encounter when marketing in Muslim countries. It includes a discussion on the reasons for Western multinationals' avoidance of marketing in the Middle East and an examination of political and cultural changes and fragmentation in the Middle East. This study also includes an examination of the influence of Islamic principles on marketing and business relations, and an exploration into the position and customs of Muslim women - and their potential as a strong market.

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With fascinating cases and a rare insight into the business practices of the Middle East, this book discusses the limitations, challengesóand opportunitiesóWestern 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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