UID:
almahu_9949385297202882
Umfang:
1 online resource (xxi, 206 pages) :
,
illustrations
ISBN:
9781003102472
,
1003102476
,
9781000555196
,
1000555194
,
9781000555141
,
1000555143
Inhalt:
"Marketing in Latin America and the Caribbean 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. Each of the sixteen regional case studies is grounded by theoretical discussion to help guide readers through private case assessment and analysis. 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. Joseann Knight is a Lecturer in Marketing and Consumer Behaviour at the Cave Hill Campus of the University of the West Indies, Barbados. Fabrizio S. Noboa is an Associate Professor at the University of San Francisco at Quito Business School, Ecuador. Barney G. Pacheco is a Marketing Lecturer in the Department of Management Studies, The University of the West Indies, St. Augustine Campus, Trinidad and Tobago"--
Anmerkung:
SECTION 1 - MARKETING STRATEGYBessLime Experience LimitedMarvin H. Pacheco GAIA Group: Business with a PurposeEvodio KalteneckerUTech: The Marketing Seminar's RebirthNeleen Leslie-Piper and Petula SeniorDEPCO PERÚ: Facing Changes in the MarketOtto Regalado-Pezúa and Leonardo Toro Andrés Carne de ResGiuseppe Vanoni Martínez, Jesús Alfonso Omaña Guerrero and Martha Guerrero CarrascoTo'ak ChocolateFabrizio Noboa, Diego Grijalva, and Johanna AndrangoThe Cave Shepherd Credit Card: Forging synergies between a parent brand and brand extension for mutual growth with Generations Y and ZTara GoddardFosRich Grows Again: Can Marketing Communications Lead the Way?Neleen Leslie-Piper The Crane Resort: Growing an Iconic BrandJoseann Knight and Samantha CrossSECTION 2 - INTERNATIONAL MARKETINGAutomotive Art: Gazes Towards the EastDenise Williams-Franklin and Cara FranklinUWI Five Islands Campus: Carving out a Newcomer's Market Jared Roberts, Delicia Bonny and Joseann Knight Service Marketing at Ramps LogisticsMiguel Dindial and Balraj KistowTambran by TamaraBarney G. PachecoSECTION 3 - THE MARKETING ENVIRONMENTAKR Group: Achieving International Market Positioning in a Turbulent EnvironmentMario Enrique Eugui and Julio Angel MottolaGeolife Group, Mexico: Leveraging Technology for New Market DevelopmentMaria Elena Vazquez Lira, Miguel Ángel López-Lomelí, Miguel Ángel Montoya-Bayardo and Alejandro RomeroWilliam's DilemmasMargaret Rose Grigsby and Carlos A. Rodríguez
Weitere Ausg.:
Print version: Marketing in Latin America and the Caribbean Abingdon, Oxon ; New York, NY : Routledge, 2022 ISBN 9780367609054
Sprache:
Englisch
Schlagwort(e):
Electronic books.
DOI:
10.4324/9781003102472
URL:
https://www.taylorfrancis.com/books/9781003102472
