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Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
Kunz-Osborne (p. 33-41)
Coulmas-Law (p.42-46)
Stasio (p. 47-56)
Albert-Valette-Florence (p.57-63)
Zhang-Rauch (p. 64-70)
Alam-Yasin (p. 71-78)
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Nonis-Hudson-Hunt (p. 95-106)



JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS

Marketing a United States Multinational Brand in the United Arab Emirates

Author(s): Ed Langlois, Ann Langlois, Danielle Havens

Citation: Ed Langlois, Ann Langlois, Danielle Havens, (2012) "Marketing a United States Multinational Brand in the United Arab Emirates," Journal of Marketing Development and Competitiveness, Vol. 6, Iss. 5, pp. 115 - 122

Article Type: Research paper

Publisher: North American Business Press

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.