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Research Paper • Reem Ramadan, International Journal of Market Research, Vol. 58, No. 6, 2016, pp. 835-858
This paper aims to explore the decision-making styles of Syrian young adults, and to examine the cross-cultural applicability of the Consumer Style Inventory (CSI) to an Arab population.
Research Paper • Mohammed Naved Khan and Kamaal Allil, International Journal of Mobile Marketing, Vol. 5, No. 1, Summer 2010, pp. 41-59
The ubiquity of mobile phones is creating new opportunities for marketers.
News • 09 July 2003
Madame Nahed Ojjeh, the Syrian-born, Paris-based billionairess chess groupie, has upped her stake in Cordiant Communications from 2% [WAMN: 03-Jul-03] to a highly significant 10.75%, revealed the latter Tuesday evening.
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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 • Gilad Kat
Gillette deodorant used a multimedia approach, Biblical texts and a battle of synagogues to appeal to the Orthodox Jewish community in Israel. -
Case Study • Sonia John, Nadim Karam, Mariam Kiwan
Quick-service restaurant brand KFC used data-driven insights to activate a tailor-made marketing strategy for each market across the MENA region in a bid to increase sales. -
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.