Problems of controlling marketing activities : the case of the industrial sector in the United Arab Emirates

Abstract EN

As competition in the UAE stiffens, marketing becomes more and more important as it plays an important role in enhancing business competence and the strategic role of marketing in maximizing the benefits of scarce resources and in increasing productivity.

The incre~ing interest in marketing emphasizes the importance of using creative marketing strategies.

The aim of this study was to examine the problems of controlling marketing activities in the industrial sector of the United Arab Emirates.

The sample of the study was drawn from the Emirate of Abu Dhabi and based on a quantitative approach.

the study concluded that controlling marketing activities in the manufacturing sector of the UAE is weak and that many factors (e.g., lack of the required information, environmental changes, the time difference between performing marketing activities and their effects, difficulty in determining precise costs of marketing activities, difficulty in developing 'performance standards, general .government intervention, lack of required technology, lack of qualified personnel, the production orientation 'of those manufacturers, and intangibility of marketing) have contributed to the creation of this situation.