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Article • Mirahmad Amirshahi, Samira Jafari Dizicheh, and Rick T. Wilson, International Journal of Market Research, Vol. 61, No. 5, 2019, pp. 502-517
Companies frequently place out-of-home advertisements in locations hoping their brand becomes associated with that environment's favorable attributes.
Research Paper • Maryam Omidi Najafabadi, International Journal of Mobile Marketing, Vol. 7, No. 2, Summer 2012
Accessible and transparent markets are necessary to raise income and improve livelihood of farmers. In developing countries, agricultural markets rarely meet these needs.
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Article • 10 September 2019
Examining trends in marketing strategy in the Middle East and North Africa, with lessons drawn from an analysis of the entries to the 2018 WARC Prize for MENA Strategy. -
Case Study • Tahaab Rais, Tala Arakji
Ride-hailing app Uber used data to create a social and out-of-home campaign to increase rider loyalty and attract new customers in the United Arab Emirates. -
Case Study • Jala Fawaz, Jackie Hughes
Sadia, a leading food brand, employed a social media strategy in the MENA region to convince women that they could cook less, waste less but feel just as generous during Ramadan. -
Case Study • Naila Fattouh
This case study describes how Egyptian mobile operator, Mobinil, used a multimedia campaign to increase market share and become the top-considered mobile data provider among the youth audience. -
Case Study • Tahaab Rais
This case study explains how Coca-Cola used a music-based branded content platform and a campaign across TV, social media and on-ground, to connect people in Arab countries by encouraging them to sing together. -
Case Study • 29 October 2013
This case study describes a campaign in Egypt by Vodafone, the mobile telecommunications company, to promote micro credit recharge cards in a way that built on local culture.