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In today’s increasingly connected business world, there is new pressure for local brands to go global, and a need for already global corporations to cater to

In recent years, a critically oriented sub-stream of research on Muslim consumers and businesses has begun to emerge. This scholarship, located both within and

An inside story of local, regional and global advertising in the Middle East. Grounded in empirical research and theories, this book explores the evolution of a

Marketing in the emerging Islamic markets is a challenging business function since international companies must contend with unfamiliar customs, cultural differ