Type of bind: Paperback
Dewey Decimal Number: 658.802
EAN num: 9780130283573
ISBN number: 0130283576
Label: Prentice Hall
Manufacturer: Prentice Hall
Quantity: 1
Page Count: 178
Printing Date: May 05, 2000
Publishing house: Prentice Hall
Sale Popularity Level: 1426933
Studio: Prentice Hall
Editor's Notes and Comments:
Product 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 discusion 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.
User popularity level:
Rated by buyers -
This book has a very useful introductory chapter that sets out recommendations on how Western companies have to adapt their business approaches in the Muslim world. The author also makes it clear that not all Muslim countries are created equal.
The rest of the book is a series of fascinating case studies on how companies like Gillette and Disney have tackled doing business in places like Indonesia and Lebanon. There are also case studies on well-managed Muslim-run businesses like Sadafco, a Saudi food conglomerate, and Hikma, a Jordanian pharma company with operations in Portugal and the USA. There's also a fun report on the auto industry in Uzbekistan!
Overall, very informative for the lay reader, though probably designed as a text for a college course.
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