Marketing in the Emerging Markets of Latin America

Marketing in the Emerging Markets of Latin America provides a much needed analysis of business and marketing in Latin America. The book highlights the diverse characteristics of the Latin American business and marketing environment and the dynamic nature of regional and country markets. Addressing a broad variety of historical, political, economic, social, cultural and legal issues, the book offers unique insights into the enormous opportunities and challenges the region presents for implementing effective marketing strategies. The book is an extremely valuable resource for academics, practitioners and anyone interested in doing business in or with Latin America.

'This book is to be welcomed...It is also successful in showing that these markets also offer considerable market challenges.' - Nicholas Alexander, European Journal of Marketing

Autorentext
FERNANDO ROBLES George Washington University, USA

Inhalt
List of Figures List of Maps List of Tables Introduction - The Latin American Context Latin American Consumer Markets and Marketing; F. Robles Marketing in Brazil Marketing in Chile Marketing in Mexico Marketing in Peru Concluding Remarks Appendix Notes Index