Keywords
Citation
Maguire, E. (2000), "Facing Arab Women: Exploring Motivational Marketing Research in the Arab World", European Journal of Marketing, Vol. 34 No. 11/12, pp. 1414-1417. https://doi.org/10.1108/ejm.2000.34.11_12.1414.2
Publisher
:Emerald Group Publishing Limited
This paperback book is a potted history of physical, cultural and intellectual relations between the West and the Arab/Islamic/Eastern world. Some of the statements, may, however, lead readers to wonder how much faith they can put in this book. Two basic examples of this are: Page 1 “Moroccans, Algerians and Tunisians can hardly be called ‘Arab’ speaking people”, a very inaccurate statement according to professional Tunisians consulted. Page 31: “the East Indies do not really belong to the Muslim World.” Many people, not least Indonesians, might disagree with this statement. The last two pages of the book are devoted to marketing and an attempt to establish a framework linking Arab women to a marketing environment based on their culture and history.
The photographs used in the book are not referred to in the literature or bear any reference to what the authors are saying. Statements, such as made on p. 105, regarding women, are not backed up by any empirical evidence. It is not clear where, or how, these were obtained.
Although the book is printed in English, the grammar, particularly in the Introduction, is very poor. The authors have not managed to get across to the reader at whom the book is targeted – students, lecturers or practitioners. In its present format it is unsuitable for student, lecturer or practitioner.
Many statements made in this book regarding the social status of Arab women are an insult to intelligent Arab women who have made a major contribution to their society during the past 20 years.