Abstract
Introduction Marketing in the Middle East and North African region can be problematic for the unprepared and naive manager. The international marketing literature is replete with mistakes committed by unwary Western businessmen. This article intends to clarify the somewhat complex marketing environment in the Middle East, using an evaluation of the Egyptian environment as a case example. Egypt had the third largest gross consumption level in the Middle East, after Saudi Arabia and Algeria, during the period 1975–. Egypt, with a population of 42 million, is an important market in the Middle East for many American, European and Japanese firms. The estimated value in 1980 of exports to Egypt from the US, the EEC and Japan was $2,060 million, $4,846 million and $713 million respectively. Furthermore, Egypt's location on the mediterranean means that it provides a natural link for trade between the three continents of Europe, Africa and Asia.
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