Marketing and research in the Arab World

Date of publication: June 15, 1987


This paper aim at illustrating the challenges felt by blue chip FMCG companies in formulating their marketing mix strategies in today's Arab markets, giving examples of the question marks facing its products, pricing and promotional policies. The second part of the paper then deals with some of the desk and field research results conducted to enhance the understanding of the Arab culture in general and the market place in particular.

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