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The purpose of this paper is to examine the marketing developments since 1992 at the interface of information and communication technology (ICT) from a marketing channel and consumer perspective.

The research method used was a review of contemporary literature in the field of ICT with particular emphasis on the internet in relation to web‐based purchasing behaviour. This paper examines the usage of the medium as an aide to shopping and selling since its inception and suggests future directions and areas for further investigation.

The findings chronicle the evolution of the internet from a mere tool to enable web‐based shopping to an entity that is able to think; and with the possibility of being able to express or channel emotions and social interaction among users.

This research, whilst purporting to be a conceptual theory building paper, based on thorough literature review, would by no means pretend to be comprehensive and aims to engender further scholarly discussion and empirical testing

In what ever way the web‐based entrepreneur and small to medium‐sized enterprise view the internet, it is not a business‐facilitator to be ignored; and those that do not treat it with the urgency and seriousness that it deserves, do so at their peril.

The paper suggests a novel way of viewing what we have come to take for granted. It is hoped that the discussions will be of value to academics and practitioners alike.

This paper aims to examine the challenges and opportunities faced by the contemporary marketer looking to the future of the United Arab Emirates (UAE).

Based on a review of the literature, futures studies and concepts originating from expert opinion, this paper explores futures studies, multiculturalism and international vs local branding in the context of the UAE.

The main challenges of operating in this environment include the cultural diversity and sensitivity of its consumers and short‐termism. Firms most likely to succeed in such a market are those which choose to honour and celebrate differences, thus promoting a form of common, multicultural identity among residents. A consideration of futures scenarios is essential for successful marketers in such a different and new market.

The difficulties of marketing in such a diversified marketplace and service‐scape as the UAE should be addressed. A culture of patience, tolerance and empathy needs to be established. With such a range of highly non‐homogeneous consumers, commonalities need to be embraced through acknowledging and celebrating differences, and a culture of multicultural inclusion practised. By looking at what has happened in a very short space of time and extrapolating forwards, an impression of what is to come in the UAE, and to a certain extent other locations, is envisaged. The need for marketers to build strategic flexibility to adapt to changes in the social, political and cultural environment is highlighted.

It is intended that such collaborative efforts as those reported in the paper and the opinions generated therein will engender deeper understanding and progress for the future of the UAE and the region.

The paper presents a novel and progressive approach to marketing to multicultural populations, bearing in mind a range of possible futures.

The purpose of this paper is to investigate the attitudes of students in the United Arab Emirates (UAE) towards non‐institutionally sanctioned student evaluation web sites, and to consider how educational institutions might respond to the demands of students for specific information.

The study involved a self‐completed questionnaire administered to 118 undergraduate students at a single university in the UAE.

Even though there exists no UAE‐based web site that carries student evaluations of faculty/teaching, 13 per cent of the survey participants had previously visited a site that held student ratings, 85 per cent said they would consider posting on one if it existed in the country, and just over a half of the students were in favour of such web sites being established in the UAE.

Despite limitations, such as the sample size and convenience sampling strategy, it is clear that students appreciate information about course evaluations and that educational institutions should consider how students obtain this information.

The advent of student evaluation web sites in the UAE could bring a set of challenges and opportunities to educational institutions, but, whether they are established or not, institutions might benefit from developing effective strategies for the dissemination of course evaluation and other student‐related data in the near future.

Student evaluation web sites, such as RateMyProfessors.com, are popular in the USA, Canada and the UK, but it was unknown how students in a relatively conservative country such as the UAE would react to such web sites. Educational institutions can use the findings of this study to develop suitable policies and strategies that address the issues discussed herein.