| Tekijä: | Leonidou, L. C. |
| Otsikko: | Marketing in the Gulf states. |
| Lehti: | Management Decision
1991 : VOL. 29:8, p. 38-45 |
| Asiasana: | INTERNATIONAL MARKETING MIDDLE EAST MARKETING STRATEGY CULTURE |
| Kieli: | eng |
| Tiivistelmä: | An attempt is made to shed some light on the marketing characteristics which prevail in the countries of the Persian Gulf region. This attempt was stimulated by the increasing consumer demand in the area (especially after the end of the Gulf War) as well as the lucrative, but at the same time complex, character of these countries. The analysis focuses on the external marketing environment of the region, the prevailing consumer behaviour patterns and the marketing tools which are available to the international marketer. The external marketing environment is subdivided into demographic, socio-cultural, economic, and political-legal. The peculiarities of an efficient marketing mix are described and analyzed. |
SCIMA