Cultural aspects of markerting communications

    Research output: Chapter in Book/Report/Conference proceedingChapter (peer-reviewed)peer-review


    Cultural values are an important consideration for brands in the Middle East, especially when advertising to Muslim consumers. While each country has their own guidelines to regulate advertising messages and prevent offensive products and services from being promoted, brands need to take cultural values into consideration when developing advertising for Muslim consumers across the region.
    Original languageEnglish
    Title of host publicationMarketing
    EditorsP. Baines, C. Fill, S. Rosengren
    Place of PublicationOxford
    PublisherOxford University Press
    Number of pages2
    ISBN (Print)978-0198748533
    Publication statusPublished - 8 Dec 2016


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