Marketing in Kuwait

Abstract

Marketing is a contextual activity. While it is often argued that the basic concepts, theories, tools and techniques of marketing are universal in nature, effective marketing depends very much on a clear understanding of the context in which it is undertaken. Hence marketing practices vary from country to country. It is essential for the marketing context in the country in question to be clearly understood both by domestic and international marketers so that they can customize their approach to achieve the desired results. This chapter considers the unique market characteristics of and typical marketing practices in the State of Kuwait.