Cases in Strategic Marketing Management: Business Strategies in Latin America

by D'Andrea, Guillermo; Quelch, John A.

• ISBN13: 9780130894908
• ISBN10: 0130894907
• Edition: 1st
• Format: Paperback
• Copyright: 2001-01-01
• Publisher: Pearson College Div

Summary

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.

Table of Contents

Foreward	vii
Marketing in the Changing Latin American Environment	1	(16)
The Changing Model	1	(2)
Latin America: A New Global Competitor	3	(3)
El Mercosur	6	(2)
Business Objectives	8	(1)
Selecting Locations	8	(4)
Product Selection	12	(1)
Investment Participation	13	(3)
Conclusion	16	(1)
The Internationalization of Latin American Markets	17	(44)
Countries of Opportunity	17	(1)
International Expansion	18	(2)
Free Trade Areas	20	(1)
International Marketing Managers (A): Susan Elespuru	24	(4)
John A. Quelch
Rheem-Saiar	28	(16)
Guillermo D'Andrea
Serio Postigo
Grupo Televisa S.A. de C.V.	44
John A. Quelch
Jonathan J. Ginns
Ten Keys for Export Companies	21	(40)
Product Leadership	61	(17)
Innovation as a Critical Factor	61	(17)
Arcor Chocolates	65	(4)
Guillermo D'Andrea
Algodonera del Plata	69	(6)
Guillermo D'Andrea
Astra Sports Inc. (B)	75	(3)
John A. Quelch
Competing on Price	78	(12)
Babysan: Diapers of Chile	78	(1)
Printaform: Microcomputers in Mexico	79	(11)
Weissberg GMBH	80	(3)
John A. Quelch
Societe Generale du Papier	83	(7)
John A. Quelch
Carlos G. Sequeira
Channels of Distribution	90	(51)
The Emergence of Modern Trade in Less Structured Markets: A Globalization Process	90	(1)
Economic Setting	91	(1)
Regulatory Environment	91	(1)
Consumers	92	(1)
Retailers	93	(1)
Wholesalers	94	(1)
Manufacturers	94	(47)
Cummins Engine Company, Inc.: Black Friday	96	(15)
John C. Whitney, Jr.
David Del Curto, S.A.	111	(22)
John A. Quelch
Jon I. Martinez
Mega	133	(8)
Guillermo D'Andrea
Communications	141	(21)
The Public Image	141	(1)
The Value of Communications	142	(1)
The War of Colas	142	(20)
Desormex, S.A.(A)	145	(6)
Alejandro Ortega
Jorge Gutierrez
Desormex, S.A. (B)	151	(2)
Pritty S.A.	153	(9)
Guillermo D'Andrea
Andrees Terech
Managing the Marketing Mix	162	(50)
Powdered Milk in Peru	162	(1)
Buses from Brazil	163	(1)
The Marketing Plan	164	(48)
Cazalis Leger	166	(7)
Guillermo D'Andrea
Courage Freres, Sportswear	173	(10)
Guillermo D'Andrea
Gallo Rice	183	(29)
John Quelch
Nathalie Laidler
Marketing Strategy	212	(61)
Supermercados Disco: Regional Strategy	214	(22)
Guillermo D'Andrea
Silvina Romero Paz
Impsat	236	(11)
Guillermo D'Andrea
Miguel Torres-Chile (A)	247	(26)
Jose M. Anzizu
Jon I. Martinez
Index	273