Marketing Industry in Egypt

Overview:
This report aims at giving a brief picture about the “Marketing” Industry in Egypt, the different practices used by the companies, and the changes that are happening in the industry throughout time; with a special focus on the IT marketing. First an overview of “marketing” in general will be given to introduce the basic concepts, various types of marketing tools and channels that are commonly used, and the different agencies working in the marketing fields starting form specific agencies such as marketing research agencies to a more comprehensive agencies which can conduct a marketing plan and its implementation from A to Z. The report will then focus on the trends in Egypt, who things are done,
These practices have created the need for marketing advisors, marketing research and a lot of related services thus increasing the number of marketing related industries significantly and the appearance of more specialized companies, all these agencies have contributed into being an industry on its own. A more recent trend that is taking place is “Branding”, which is the process of developing a specific set of identifying marks, symbols and perceptions to distinguish one product from competing products in the same market. A successful brand according to the definition of DeChernatony and McDonald (1998) is an identifiable product, service, person or place, augmented in such a way that the buyer or user perceives relevant, unique added values which match their needs most closely. Furthermore, its success results from being able to sustain those added values. Its benefits is not restricted to brand differentiation but increases the chances of consumer recall, building loyalty in addition to reducing the price elasticity of the product making it