MARKETING PRACTICES AMONG MIDDLE EASTERN FIRMS: THE CASE OF EGYPT

Abstract

The recent Middle East war and the subsequent strengthening of political ties between the United States and Middle Eastern countries have opened the doors to attractive business opportunities and increased the chance for the transferability of Western business practices more than ever before. The objectives of this study were to examine marketing practices among Egyptian firms. The results from 51 firms operating in various sectors of the Egyptian economy indicate a massive neglect and absence of modern marketing practices among the surveyed firms. Foreign firms that adapt their strategies to cultural and structural impediments to marketing in that country will prove most profitable.

Citation

Al‐Khatib, J. and Sutton, R. (1993), "MARKETING PRACTICES AMONG MIDDLE EASTERN FIRMS: THE CASE OF EGYPT", International Journal of Commerce and Management, Vol. 3 No. 3/4, pp. 53-70. https://doi.org/10.1108/eb047281