In 1993, in order to stop an economic freefall on the island of
Cuba, Fidel Castro's government reluctantly instituted a series of
reforms to compensate for the demise of foreign aid from Moscow.
These policies ushered in a broad spectrum of national and
international consumer products and services previously unknown to
islanders. In a few short years, Cubans were seeing foreign brands
among consumer durables and a broad array of logos brought in by
tourists. Today, nearly two decades into these limited market
reforms, no systematic research has explored consumer brand
awareness among 11 millions Cubans living just 90 miles from the
United States. The paucity of academic research stems from the
challenges of conducting public/consumer opinion, and official
state policy contends that consumer wants and needs are satisfied
by either a series of generic and Cuban-made brands, or by
independent entrepreneurs who provide brandless products and
services. Marketing without Advertising analyzes the role,
narratives, and behaviour of consumption in Cuba since 1959. It
documents how consumer behaviour has changed since the
pre-revolutionary period, with special focus on the early 1990s.
The book documents the shift from moral-based rewards in the early
years of the Revolution, to the rise of material-based incentives.
Cubans have long been exposed to foreign mass media in the form of
movies, music videos, cable television shows. Although the Internet
is highly regulated, the Cuban Diaspora in exile brings back
clothing, personal care products, electronic goods, and magazines
that increase the awareness of brand logos, jingles, products, and
services. These and related findings from the authors' primary
research are ripe with marketing implications such as substitution
effects, price elasticity, latent demand for certain products and
services, and consumer behaviour.
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