The paper "Strategic Marketing in the UAE" is a great example of a marketing annotated bibliography. The title of the article “ Dubai – A star in the east: a case study in strategic destination Branding” by Balakrishnan, M. is catchy, self-explanatory and metaphorical in nature. It directly addresses what strategic marketing of Dubai as an international destination has achieved; turning Dubai into a star, visible to everyone and ‘ bright. ’ The article starts off with an abstract that has the purpose statement, design, findings and research limitations and originality sections each with a brief description of the section.
In the introduction, the author underscores the relevance of the paper by indicating that the destination branding industry is worth US$ 1,480 billion with some countries earning US$ 2 billion annually from successful branding. This alone highlights the importance of reading the paper especially for investors interested in this investing in the UAE. Towards the end of the introduction is the purpose statement which is to discuss the application of classical marketing and branding strategies in a destination context. This thesis is clear, brief and to the point.
Matthaus (2008) indicates that a thesis statement should occur only once in the paper through the conclusion part of the paper should make reference to the thesis in one way or another. In Balakrishnan’ s paper the thesis only appears in this one instance only. The use of references in the introduction section remains widely debated. Some authors argue that the introduction depends on the type of paper. For an academic article such as this one, it is highly recommended to use citations while other forms of writing do not require citations (Giltrow et al.
2005). The use of citations in the introduction however must indicate some form of generalization. Giltrow et al. (2005) state that the use of citations in the introduction section may limit the ability to make generalized statements forcing authors to make a specified statement that requires further explanation and clarification.
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Hassan, A., Chachi, A and Latiif, S. “Islamic marketing ethics and its impact on customer
satisfaction in the Islamic banking industry” Journal of King Abul University: Islamic Economics. 21.1 (2008): 27-46. print
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