Marketing Without Advertising: Brand Preference and Consumer Choice in Cuba

ISBN-13: 9780415896986 / Angielski / Twarda / 2011 / 252 str.

Emilio Morales; Joseph Scarpaci

Opis

Marketing Without Advertising' analyzes the role, narratives, and behaviour of consumption in Cuba since 1959.

Spis treści

1. Advertising without Marketing: Brand Preference and Consumer Choice in Cuba   2. A History of Cuban Retailing, 1902-2011  3. Cuban Consumers and Brand Awareness  4. Iconic Brand Potential among Leading Cuban Products  5. Franchising as a Brand-Globalizing Process: The Case of Casa de los Habanos  6. Brand Development without Mass Communication Media  7. Remittances & Brands: Survival & Consumption in the New Millennium  8. Conclusions  Glossary  Bibliography  Index

O autorze

Emilio Morales is the former Director of Marketing for CIMEX, S.A., the largest Cuban company in the retail and wholesale business. Born, raised, and educated in Cuba, he worked there until 2006 before moving to Miami. He holds a B.S. in Computer Science, a Masters in Marketing, and an MBA.

Joseph L. Scarpaci is Associate Professor at West Liberty University, and former Professor of Urban Affairs and Planning (1989-2003) in the School of Public and International Affairs at Virginia Tech.