Cases in strategic marketing management : business strategies in Latin America
著者
書誌事項
Cases in strategic marketing management : business strategies in Latin America
Prentice Hall, c2001
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注記
Includes index
内容説明・目次
内容説明
For courses in Marketing Strategy.
This new book fosters an understanding of marketing in Latin America in two ways: extensive cases that give readers information that is not readily available outside of Latin America, and extensive notes that help put the cases in context. The cases are written by two highly-respected authors who are specialists in the field.
目次
1. Marketing in the Changing Latin American Environment.
The Changing Model. Latin America: A New Global Competitor. El Mercosur. Business Objectives. Selecting Locations. Product Selection. Investment Participation. Conclusion.
2. The Internationalization of Latin American Markets.
Countries of Opportunity. International Expansion. Free Trade Areas. Ten Keys for Export Companies.
3. Product Leadership.
Innovation as a Critical Factor.
4. Competing on Price.
Babysan: Diapers of Chile. Printaform: Minicomputers in Mexico.
5. Channels of Distribution.
The Emergence of Modern Trade in Less Structured Markets: A Globalization Process. Economic Setting. Regulatory Environment. Consumers. Retailers. Wholesalers. Manufacturers.
6. Communications.
The Public Image. The Value of Communications. The Wars of Colas.
7. Managing the Marketing Mix.
Powdered Milk in Peru. Buses from Brazil. The Marketing Plan.
8. Marketing Strategy.
Index.
「Nielsen BookData」 より
