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

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Preface: A Consumer Rihla

Before setting out on my journey to discover the Arab world, I didn't know much about the region and its consumers. Most of what I knew I'd picked up from U.S. news reports about political turmoil, armed conflicts, honor killings, and religious oppression. The consumers I read about were religious zealots, oil-rich sheiks, Somali pirates, women in veils, and young girls and boys brought up to despise Western culture. Intellectually, I knew these images amounted to little more than stereotyped scenes of a richly diverse culture and society, but beyond that, I realized I didn't really know the real Arab consumer at all. I decided it was time to find out.

Inspired by the great Moroccan explorer Ibn Battuta, I set out on ...

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