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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
Pages406-407
Number of pages2
Edition4
ISBN (Print)978-0198748533
Publication statusPublished - 8 Dec 2016

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