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| Preface: A Consumer Rihla | |
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| Introduction | |
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| Discovering the Arab World | |
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| Drinking Red Bull in Dahiyeh | |
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| The Arab Market Is Vibrant and Globally Interconnected | |
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| Arab Consumers Control More Spending Power Than You Think | |
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| The Shadow Economy | |
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| Shades of India and China | |
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| Opportunities Beyond Crude Oil and Abaya | |
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| Household Spending in the Arab World | |
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| Beyond Boycotts and Barriers | |
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| Chicken Fights: Local Competition in the Arab Market | |
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| The Global Emergence of Arab Brands | |
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| A Worldwide Hub: The Globally Connected Arab World | |
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| The Arab World Is Neither CNN's nor Al Jazeera's | |
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| The Diversity of the Arab World | |
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| No Harm in Haram | |
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| Not All the Consumers in Arab Countries Are Arab | |
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| The Diversity of Arab Consumers | |
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| Segmenting the Arab Consumer Markets | |
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| Embracing the Diverse Habits of Arab Consumers | |
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| Language Differences | |
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| The Market Dominance of Saudi Arabia and the GCC | |
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| Saudi Arabia's Influence Within Other Markets | |
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| Think Regional, Act Local | |
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| Islam Matters: The Impact of the Five Pillars of Islam on Consumers in the Arab World | |
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| The Difference Between Culture and Religion | |
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| Why Shahada Matters | |
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| Why Salah Matters | |
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| Why Sawm Matters | |
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| Why Zakat Matters | |
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| Why Hajj and Umrah Matter | |
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| Islam in the Everyday | |
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| Tapping into the Well of Arab Consumers | |
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| The Shabab: Tapping into the Arab Youth Market | |
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| The Shabab Demographic Dividend | |
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| The Shabab Crave the Best Brands, Wherever They Come From | |
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| The Shabab Generation Is Molding the Consumer Market | |
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| The Shabab Generation Is Changing the Arab Workforce | |
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| The Shabab Are Transforming the Private Sector | |
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| The Shabab and Education | |
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| The Shabab and Marriage | |
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| Arabia Two: Tapping into the Arab Middle Class | |
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| The Rise of the Middle Class Is Changing Arab Consumer Markets | |
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| Identifying the Arab Middle Class | |
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| Tapping into Arabia Two | |
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| Tapping into Arab Consumer Power at All Levels | |
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| Urbanization, Modern Trade, and Arabia Two | |
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| Arabia Two and the Balance Between Tradition and Modernity | |
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| Tapping into the Market of Arab Women | |
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| Arab Women Have Money to Spend | |
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| Educated Women Are Reshaping the Arab Market | |
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| The Arab Woman as a Consumer | |
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| Inside and Outside: The Dual Identities of Arab Women | |
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| Tapping into the Arab Beauty Market | |
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| The Arab Woman as Wife and Mother | |
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| Arab Women as Head of the Household | |
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| The Veil Doesn't Hide the Arab Woman's Mind | |
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| Arab Women as Business Leaders | |
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| Arab Women Are Reshaping the Region on Their Own Terms | |
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| Tapping into the Arab Technology Market | |
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| The Spread of Internet Use Opens Up New Paths to Consumers | |
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| The Rise of Social Media | |
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| Tapping into Arab E-Commerce | |
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| Using Technology to Recapture the Golden Age | |
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| On the Go: The Market for Mobile Phones | |
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| Building the High-Tech Industry in Jordan | |
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| The Technological Arab Spring | |
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| Tapping into the Arab Media and Entertainment Market | |
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| Television Advertising in the Arab World | |
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| Arab Cinema and Film | |
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| Dancing in the Desert: Music in the Arab World | |
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| Art in the Arab World | |
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| Books and Bookstores | |
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| The Birth of an Arab Superhero | |
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| Tapping into the Arab Diaspora | |
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| Linking the Diaspora to the Arab World | |
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| Remittances Constitute a Critical Piece of Many Arab Economies | |
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| Tapping into the Arab Diaspora | |
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| The Arab Diaspora Has Made a Name for Itself | |
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| Tapping into Opportunities Around the World | |
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| You Can Go Home Again | |
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| The Diaspora Is Bringing Different Worlds Together | |
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| Conclusion | |
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| Rebranding the Arab World | |
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| Yalta Arabia! | |
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| Capturing the Region's Yalla Energy with a New Arab Brand | |
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| Sustaining the Yalla Energy of Family Businesses | |
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| Harvesting the Yalla Energy of Arab Youth | |
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| Fueling the Yalla Energy of Arab Entrepreneurs | |
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| Enabling a New Yalla Energy Among Disadvantaged Arabs | |
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| A Call to Action | |
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| The Richness of the Past and the Promise of the Future | |
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| Acknowledgments | |
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| The Author | |
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| Index | |