Cases in Strategic Marketing Management
Business Strategies in Latin America
Published on 15. September 2000
Book
Paperback/Softback
280 pages
978-0-13-089490-8 (ISBN)
Description
For courses in Marketing Strategy.
This new book fosters an understanding of marketing in Latin America in two ways: extensive cases that give readers information that is not readily available outside of Latin America, and extensive notes that help put the cases in context. The cases are written by two highly-respected authors who are specialists in the field.
This new book fosters an understanding of marketing in Latin America in two ways: extensive cases that give readers information that is not readily available outside of Latin America, and extensive notes that help put the cases in context. The cases are written by two highly-respected authors who are specialists in the field.
More details
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 234 mm
Width: 178 mm
Thickness: 10 mm
Weight
412 gr
ISBN-13
978-0-13-089490-8 (9780130894908)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
Previous edition
John Quelch | D'Andrea
Cases in Strategic Marketing Management:Business Strategies in Latin America
Book
01/2001
Addison Wesley
€40.91
Article exhausted; check for reprint
Content
1. Marketing in the Changing Latin American Environment.
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.
6. Communications.
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.
Index.
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.
6. Communications.
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.
Index.