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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.
