A TRANSFORMATIVE MARKETING FOR THE FUTURE OF THE ARAB WORLD

Marketing has an opportunity to transform itself and the Arab/MENA (Middle East and North Africa) region over coming decades, in the hands of the many youths that live here. Through reformulating marketing communications, positioning and targeting overtures, companies can contribute to their own increased sales and brand loyalty, and to the societal improvements these youths need to flourish and support the regions flourishing. We look at the culture of the region through concepts of identity and self, an examination of offensive products, and a consideration of what constitutes private and public spaces. Additionally, we look at demographics, digitization, expat identity and the challenges and opportunities for marketing theory and practice in the region.