Marketing in Latin America and the Caribbean: Contemporary Case Studies

Marketing in Latin America and the Caribbean is a casebook that examines the marketing histories, challenges, strategies, and visions of small, medium, and large indigenous businesses from South America, Central America, Mexico, and the Caribbean. It is divided into three core sections: marketing tactics, marketing strategy, and global and regional marketing. It also captures the competitive strategies used by indigenous firms to drive regional and global expansion in the face of turbulent marketing environments. It is essential and recommended reading for advanced undergraduate and postgraduate students studying International Marketing, Marketing Management, and Strategy, and academic faculty seeking classroom material that captures authentic Latin American and Caribbean marketing realities.

Format: Hardback
Length: 206 pages
Publication date: 18 March 2022
Publisher: Taylor & Francis Ltd

Latin America and the Caribbean are frequently grouped together in terms of geography and economics. However, there is a significant lack of knowledge about each other's business cultures and marketplaces in both regions. This book, Marketing in Latin America and the Caribbean, aims to address this gap by providing a comprehensive analysis of the marketing histories, challenges, strategies, and visions of small, medium, and large indigenous businesses across South America, Central America, Mexico, and the Caribbean.

The book is organized into three main sections:

Marketing Tactics: This section covers various marketing strategies, including product development, pricing, and digital marketing. It explores the tactics employed by these businesses to create and promote their products in the local and global markets.

Marketing Strategy: This section delves into the development of brand identity, targeting, and positioning, as well as competitive advantage. It examines how these businesses establish their unique positioning in the market and differentiate themselves from their competitors.

Global and Regional Marketing: This section explores the strategies used by indigenous firms to drive regional and global expansion. It discusses the challenges and opportunities associated with expanding into new markets, as well as the management of supply chains and strategic alliances.

In addition to these core sections, the book also includes case studies that showcase the marketing strategies and challenges faced by different indigenous businesses. These cases encourage student readers to assess the impact of various factors, such as the COVID-19 pandemic, on the strategies and futures of Latin American and Caribbean firms.

Filling a gap in the literature by focusing on this understudied region and its indigenous firms, this text is essential and recommended reading for advanced undergraduate and postgraduate students studying International Marketing, Marketing Management, and Strategy. It will also be of use to academic faculty seeking classroom material that captures authentic Latin American and Caribbean marketing realities.

To enhance the learning experience, the book is supplemented by detailed Teaching Notes for each chapter, which are available online for instructors. These notes provide additional insights, examples, and discussion questions to facilitate classroom teaching and learning.

In conclusion, Marketing in Latin America and the Caribbean is a valuable resource for anyone interested in understanding the marketing dynamics of this region and its indigenous businesses. By providing a comprehensive analysis of marketing histories, challenges, strategies, and visions, this book contributes to the growing body of literature on international marketing and offers valuable insights for practitioners and scholars alike.

Dimension: 246 x 174 (mm)
ISBN-13: 9780367609054