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Marketing in Latin America and the Caribbean - Contemporary Case Studies (Hardcover)
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Marketing in Latin America and the Caribbean - Contemporary Case Studies (Hardcover)
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Latin America and the Caribbean are often placed in the same
geographical and economic grouping. However, too little is known in
either region about the other's business cultures and marketplaces.
Marketing in Latin America and the Caribbean is a casebook that
analyses the marketing histories, challenges, strategies and vision
of small, medium and large indigenous businesses from South
America, Central America, Mexico and the Caribbean. The book is
divided into three core sections: Marketing Tactics, including
product development, pricing and digital marketing; Marketing
Strategy, which considers brand development, targeting and
positioning, and competitive advantage; and, Global and Regional
Marketing, considering strategic alliances, global expansion and
supply chain management. The work also captures the competitive
strategies used by indigenous firms to drive regional and global
expansion in the face of sometimes turbulent marketing
environments: several of the cases in the book encourage student
readers to assess the impact of the COVID-19 pandemic on the
strategies and futures of Latin American and Caribbean firms.
Filling a gap in the literature by focusing on this understudied
region and its indigenous firms, this text is essential and
recommended reading for advanced undergraduate and postgraduate
students studying International Marketing, Marketing Management and
Strategy. It will also be of use to academic faculty seeking
classroom material that captures authentic Latin American and
Caribbean marketing realities. The work is supplemented by detailed
Teaching Notes for each chapter, available online for instructors.
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