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The Arab World Unbound: Tapping into the Power of 350 Million Consumers by Vijay Mahajan

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Chapter 6

Tapping into the Market of Arab Women

The outside perception of Arab women has blinded many companies to the tremendous influence and spending power this segment has throughout the region. Whether shopping, homemaking, or running some of the region's largest companies, Arab women are reshaping the consumer markets in ways many outsiders would never expect. By balancing their desire for modernity with their adherence to tradition, they're creating a multibillion-dollar market opportunity for companies that reach them on their terms.

Arab women are exerting an enormous influence on the region's consumer markets, an impact far greater than its conservative history or U.S. news reports would indicate. Nowhere did I feel this transformation ...

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