This essay offers some important reflections about higher education in the United Arab Emirate in marketing and plausible reasons which significantly impact the young students seeking marketing studies in internationally reputed institutions. …
So, if the young Arabs are not well versed in marketing, they cannot contribute any significant change and cannot bring any economic development to their homeland. Although there is a growing trend of use of application of marketing, especially in the UAE, many people in these states are not well aware of the importance and its application in their particular environment. Considering the importance of marketing on the one hand and the lack of proper awareness among the native people, on the other hand, the advocates of marketing studies have been split into two groups. The one group believes that the marketing concept is not applicable in Arabian countries due to the fact that in these countries marketing principles cannot be applied as the supply of goods and services here is much greater than demand. Their argument against marketing principle application is based on the assumption that the marketing concept has been essentially a tool of developed countries, a means by which the products of buyers’ market economies are marketed. Thus, they further argue that marketing is not a discipline of globally accepted principles that may be applied to a subset of national economies. However, although they advocate marketing research and studies in order to apply its principles in the local market to boost its economy, they show their concern for the lack of adequate marketing knowledge and the shortage of marketing expertise which are the significant barriers to the applicability of the discipline....
he assumption that the marketing concept has been essentially a tool of developed countries, a means by which the products of buyers' market economies are marketed. Thus, they further argue that marketing is not a discipline of globally accepted principles that may be applied to a subset of national economies (Bartels, 1983).
Although, the logic offered by this group appeals to some extent and people who are already reluctant for marketing studies take it for granted, there is the other group who favor marketing studies and application in these states. However, although they advocate marketing research and studies in order to apply its principles in the local market to boost its economy, they show their concern for the lack of adequate marketing knowledge and shortage of marketing expertise which are the significant barriers to the applicability of the discipline (Kaynak and Hudanah, 1987). The opinion of this group strongly convince us because the one main problem in economic development of the United Arab Emirates is that unfortunately there has been very little attention placed to study the marketing principles and investigate the shortcomings and opportunities of local market. Indeed it can be said that marketing as carried out in UAE with an emphasis on inducing new needs and wants, may not be of prime concern in the development of our economy because the marketing concept is more than a quest for new needs and wants. It is basically a framework of analyses, tools and skills which provides executives with the ability to match organizational resources and competences to the needs of society (Maholtra, 1986).
Thus, from the above arguments given for and against of marketing, it can be concluded that the marketing discipline can be effectively employed in order ...
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