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@incollection{ Wippel2023,
 title = {Introduction: A Thoroughly Branded, but Little-Known Middle East},
 author = {Wippel, Steffen},
 editor = {Wippel, Steffen},
 year = {2023},
 booktitle = {Branding the Middle East: communication strategies and image building from Qom to Casablanca},
 pages = {3-6},
 series = {Studies on Modern Orient},
 volume = {38},
 address = {Berlin},
 publisher = {De Gruyter},
 isbn = {978-3-11-074110-0},
 doi = {https://doi.org/10.1515/9783110741100-004},
 urn = {https://nbn-resolving.org/urn:nbn:de:0168-ssoar-91529-9},
 keywords = {Nordafrika; North Africa; arabische Länder; Arab countries; Saudi-Arabien; Saudi Arabia; Marketing; marketing; Image; image; Tourismuspolitik; tourism policy; Öffentlichkeitsarbeit; public relations work; Werbung; advertising; Lebensweise; way of life; Lebensstil; life style; Kultur; culture; Vereinigte Arabische Emirate; United Arab Emirates; Nahost; Middle East; tertiärer Sektor; tertiary sector; Markenpolitik; branding policy}}