Marketing in the UAE, multicultural consumers, market places and servicescapes

This paper examines the challenges and opportunities faced by the contemporary marketer in the United Arab Emirates (UAE), a new nation in the Middle East. This serendipitous multi-cultural marketing paper is part of a larger study of marketing in the UAE and region in general. Using a combination of literature review and expert opinion collected by a round table focus group, the study explores themes that include multi-culturalism; service quality, international and local branding. The work concludes that whilst there are challenges such as diversity, newness of the nation, turbulent environmental factors and national image; there is a strong sense of optimism and strength in UAE marketing that can ultimately teach the world much in the fields of emerging nations, growth, diversification, portfolio management and survival during challenging times.