Export Marketing in the Middle East. The Importance of Cultural Differences

Abstract

Examines the barriers caused by cultural differences when marketing goods in the Middle East. Highlights the growth of Islamic countries in the international marketplace – exports soared from $15,000 million in 1973 to $78,000 million in 1978. Draws on the results of research with companies actively involved in marketing in the Arab world. Defines the concept of culture. Describes how custom and tradition, language, literacy and symbolism can impact on the marketing mix. Concludes that to carry out a successful marketing policy in the Middle East, companies must: Approach cultural problems in an organized and systematic way; Carry out in‐depth market research; Consider employing Arab national in senior marketing positions; Observe tradition and avoid offending beliefs; Observe tradition and avoid offending beliefs; Recognize sub‐cultures within the Arab world and the speed and scope of change in the region.

Citation

Elbashier, A.M. and Nicholls, J.R. (1983), "Export Marketing in the Middle East. The Importance of Cultural Differences", European Journal of Marketing, Vol. 17 No. 1, pp. 68-81. https://doi.org/10.1108/EUM0000000004808