Strategic Marketing

Strategic Marketing : Business Strategies in the Middle East

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Description

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.show more

Product details

  • Paperback | 178 pages
  • 175.26 x 231.14 x 15.24mm | 385.55g
  • Pearson Education Limited
  • Prentice-Hall
  • Harlow, United Kingdom
  • English
  • index
  • 0130283576
  • 9780130283573

Table of contents

1. Introduction. 2. Penetrating An Emerging Market. Case: Daewoo's Globalization: Uz-Daewoo Auto Project, John A. Quelch and Chanhi Park. 3. Planning a Joint Venture. Case: Milkpak Limited-International Joint Venture, John A. Quelch and Afroze A. Mohammed. 4. Exploiting Market Leadership. Case: Koc Holding: Arcelik White Goods, John A. Quelch and Robin Root. 5. Achieving International Expansion. Case: Hikma Pharmaceuticals, John A. Quelch and Robin Root. 6. Developing the Marketing Plan. Case: Gillette Indonesia, John A. Quelch and Diane E. Long. 7. Product Line Planning. Case: SADAFCO, David J. Arnold. 8. Launching a New Identity. Case: Project Blue, John A. Quelch. 9. Securing Distribution. Case: Disney Consumer Products in Lebanon, John A. Quelch, Jean-Marc Ingea, and Barbara Feinberg. 10. Recapturing Market Share. Case: EMDICO (A), John A. Quelch and Yoshinori Fujikawa.show more