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Synopsis

An expert's guide to exploring business opportunities in theburgeoning Arab marketplace

This groundbreaking book reveals the myriad opportunitiespresented by the Arab World's market of 350 million consumers, whocollectively wield the ninth-largest economy in the world. Based onthe author's firsthand research, including hundreds of marketvisits and more than 600 interviews at companies doing businessthroughout the region, this book shows how globally interconnectedand vibrant the Arab markets are.

Through a rich blend of data and anecdotal observations, itchronicles how, by respecting the region's culture and religiousnorms, hundreds of local and multinational companies andentrepreneurs are creating successful businesses in this large andgrowing marketplace.

  • Hundreds of interviews and illustrative examples peel awaystereotypes about Arab consumers to reveal diverse, vibrant andentrepreneurial consumer markets
  • Explains how multinational companies, such as Coca-Cola,Unilever, and Proctor & Gamble, and leading regional companiesare working successfully in the Arab nations
  • Shows how Arab entrepreneurs, both men and women, are shapingthe regional and global marketplaces
  • Vijay Mahajan, author of two previous award-winning books onemerging markets, is one of the world's most-cited researchers inthe business and economics sector

As the global marketplace continues to expand, this book offersanyone interested in investing in the Arab world an expertperspective on the boundless business opportunities.

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