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- Title
Marketing a United States Multinational Brand in the United Arab Emirates.
- Authors
Langlois, Ed; Langlois, Ann; Havens, Danielle
- Abstract
The purpose of this study is to explore the unique challenges facing advertising agencies doing business in the UAE compared to the US. This study identifies the impact of culture on advertising campaigns and recommends how to successfully adapt US marketing strategies to reach this diverse consumer market. This paper identifies several misconceptions and their affect when planning marketing campaigns for the UAE.
- Subjects
UNITED Arab Emirates; UNITED States; BRAND name products; ADVERTISING campaigns; ADVERTISING &; culture; INTERNATIONAL advertising; COMMERCE
- Publication
Journal of Marketing Development & Competitiveness, 2012, Vol 6, Issue 5, p115
- ISSN
2155-2843
- Publication type
Article