Written by two highly-respected authors who are specialists in the field, this book helps readers develop a broad, yet focused, understanding of marketing in Latin America by providing extensive cases with information that is not readily available outside of Latin America, together with extensive notes that help put the cases in context. Marketing in the Changing Latin American Environment. The Opening of the Latin American Markets. Product. Price. Channels of Distribution. Communications. Managing the Marketing Mix. For Marketing Managers contemplating doing business in Latin American markets.
|Product dimensions:||7.00(w) x 9.25(h) x 0.37(d)|
Table of Contents
The Changing Model. Latin America: A New Global Competitor. El Mercosur. Business Objectives. Selecting Locations. Product Selection. Investment Participation. Conclusion.
2. The Internationalization of Latin American Markets.
Countries of Opportunity. International Expansion. Free Trade Areas. Ten Keys for Export Companies.
3. Product Leadership.
Innovation as a Critical Factor.
4. Competing on Price.
Babysan: Diapers of Chile. Printaform: Minicomputers in Mexico.
5. Channels of Distribution.
The Emergence of Modern Trade in Less Structured Markets: A Globalization Process. Economic Setting. Regulatory Environment. Consumers. Retailers. Wholesalers. Manufacturers.
The Public Image. The Value of Communications. The Wars of Colas.
7. Managing the Marketing Mix.
Powdered Milk in Peru. Buses from Brazil. The Marketing Plan.
8. Marketing Strategy.