This decidedly academic book covers a specific, important part of the political, economic and marketing world. While its demographic information is readily available elsewhere, it provides more unusual material about Islamic markets’ franchising, distribution channels, retailing practices and pricing issues. Editor Marin Marinov and other contributors discuss Muslim legal and cultural norms, which different nations follow to varying degrees. Marketing in this environment is difficult, and Western companies must contend with unfamiliar customs, cultural differences and legal challenges. getAbstract suggests that marketers who want to reach this emerging consumer base should consult this book for solid, basic information about what to expect and what to avoid.
About the Author
Marin Marinov is professor of marketing and international business at the Business School of Gloucestershire, Cheltenham, UK. He has taught in many countries and has published several books.