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. A good understanding of all these parameters and the adoption of scientific marketing methods are of paramount importance for the success of any firms wishing to operate in the Gulf area.
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