Marketing Without Advertising: Brand Preference and Consumer Choice in Cuba

ISBN-13: 9781138212701 / Angielski / Miękka / 2016 / 230 str.

Emilio Morales; Joseph L. Scarpaci

Opis

How do Cubans have such a wide range of knowledge on national and international brands without being exposed to modern mass communication strategies? This book explores consumer knowledge about international brands as well as Cuban joint venture operations.

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.