MARKETING

Xerox Emirates building media . Marketing has moved from the understanding of the customer and their needs , which we still obviously have to do , to helping the customer understand your business . It is a much more collaborative approach . Another trend is that of online interaction which is accelerating at a phenomenal pace . People once thought that businesses like to barter in the Middle East and have that human interaction , but some of these things are breaking down which is offering opportunities for marketers and consumers . The world continues to become a smaller place .

BRE : What marketing advice would you give to companies looking to extent their offerings into this region ? My first piece of advice is to come and see the Middle East . I come and visit the region a lot and there is nothing better than seeing the culture you are about to operate in . Don ’ t be afraid – this is a young vibrant , fast-moving part of the world with a lot of

24 January 2015