By Souheil Arabi, group chief operating officer, BPG Group
The Holy Month of Ramadan is almost upon us. Families across the region and across the world are busy preparing for a month of praying, fasting, feasting and festivity – and so are marketers, adding frenzied finishing touches to their ad campaigns and blockbuster promotions.
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But in the rush to grab a slice of the massive Ramadan spending surge, many marketing managers and business directors lose sight of a fundamental tenet,
