Souketing is my way of combining the modern and more "Western" approach to Marketing with the arabic concept of "Souq", which can be translated as a market or a commercial district.
Although I believe that modern marketing concepts and tools provide a universal means to determine what products and services can be offered to a market, they do however need to fit the specific cultural background and in the case of the North African and Middle-eastern (MENA) region: the islamic/arabic culture. Furthermore, this region itself has a rich commercial history and has developed its own business ethics, rules and values, which need to be taken account of. While on the other hand, many cities in the region are becoming more modern and where unadapted western marketing strategies are also been used, but often with mixed results.
Therefore, I think there is a great need for a platform to discuss these issues and develop a proper approach to the MENA market with more appropriate marketing strategies. Moreover, there are lessons to be learned that could be of use in other regions.
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