MARKETING IN THE MIDDLE EAST WITH XEROX
Xerox Emirates team
there has been a rapid take up in the use of online marketing and social media . As an IT-based company there is a lot of similarity to what goes on in the UK and Europe and the basics of marketing in general are the same . As a hardware vendor we look to market our products and services to our channel and we look to offer value added training just like you would see in any other part of the world . There are cultural differences to consider , for example it is important to understand the different sales cycles and conversion rates .
However cultural differences doesn ’ t make marketing harder , it simply makes it different . We take our corporate strategies from Europe and elsewhere and adapt them to be appropriate in the Middle East . The similarities are converging .
BRE : Do consumers in the Middle East expect the same from businesses ? There is the same level of expectation at the basic level . There is an expectation that the product you deliver works , that
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