Marketing in the Emerging Markets of Latin America provides a much needed analysis of business and marketing in Latin America. The book highlights the diverse characteristics of the Latin American business and marketing environment and the dynamic nature of regional and country markets. Addressing a broad variety of historical, political, economic, social, cultural and legal issues, the book offers unique insights into the enormous opportunities and challenges the region presents for implementing effective marketing strategies. The book is an extremely valuable resource for academics, practitioners and anyone interested in doing business in or with Latin America.

Reviews

'This book is to be welcomed...It is also successful in showing that these markets also offer considerable market challenges.' - Nicholas Alexander, European Journal of Marketing

About the author

FERNANDO ROBLES George Washington University, USA

Bibliographic Information

Book Title: Marketing in the Emerging Markets of Latin America
Authors: Marin Marinov
DOI: https://doi.org/10.1057/9780230511859
Publisher: Palgrave Macmillan London
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Palgrave Macmillan, a division of Macmillan Publishers Limited 2005
Hardcover ISBN: 978-1-4039-4751-2Published: 28 October 2005
Softcover ISBN: 978-1-349-52437-2Published: 28 October 2005
eBook ISBN: 978-0-230-51185-9Published: 31 October 2005
Edition Number: 1
Number of Pages: XV, 191
Topics: Latin American Culture, Marketing

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Table of contents (7 chapters)

Front Matter

Introduction: The Latin American Context

Latin American Consumer Markets and Marketing

Marketing in Brazil

Marketing in Chile

Marketing in Mexico

Marketing in Peru

Concluding Remarks

Back Matter

About this book