Marketing in Latin America and the Caribbean: Contemporary Case Studies

ISBN-13: 9780367609061 / Angielski / Miękka / 2022 / 206 str.

Knight, Joseann

Opis

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.

Spis treści

SECTION 1 – MARKETING STRATEGY   BessLime Experience Limited   GAIA Group: Business with a Purpose   UTech: The Marketing Seminar’s Rebirth   DEPCO PERÚ: Facing Changes in the Market   Andrés Carne de Res   To’ak Chocolate   The Cave Shepherd Credit Card: Forging synergies between a parent brand and brand extension for mutual growth with Generations Y and Z   FosRich Grows Again: Can Marketing Communications Lead the Way?   The Crane Resort: Growing an Iconic Brand   SECTION 2 – INTERNATIONAL MARKETING   Automotive Art: Gazes Towards the East   UWI Five Islands Campus: Carving out a Newcomer’s Market   Service Marketing at Ramps Logistics   Tambran by Tamara   SECTION 3 – THE MARKETING ENVIRONMENT   AKR Group: Achieving International Market Positioning in a Turbulent Environment   Geolife Group, Mexico: Leveraging Technology for New Market Development   William’s Dilemmas