Présentation de l'éditeur
The Muslim world is diverse, challenging and presents a set of tremendous opportunities for companies that want to serve these growing markets. These markets are diverse since Islam is a universal religion and present not only in Arab countries, but also and mostly in South East Asia, while the number of Muslims living in Western countries is increasing. It is challenging because Islam is setting a comprehensive whole of orthopraxis and orthodox rules that govern the everyday life, and greatly influences consumer behaviour of Muslims worldwide. Finally, the Muslim markets are growing at a rate outpassing western countries, and present unique opportunities for companies. It is not sure that a Muslim, local, company will understand better a local market than Western companies because local entrepreneurs simply lack the capacity to use sophisticated marketing tools such as segmentation, targeting and positioning, Western companies use on a daily basis. If Western companies selling halal food succeed in the United States, serving an ever-demanding Muslim American market, why can they not enjoy the same success in Muslim countries?
Biographie de l'auteur
Cedomir Nestorovic holds a Ph.D from the Institute of Political Science in Paris. He is teaching geopolitics and international marketing at ESSEC, the leading management school in France. He focuses on issues about religion and marketing and teaches Marketing and Islam at ESSEC.
