By Emilio Morales,Joseph L. Scarpaci

In 1993, with a purpose to cease an fiscal freefall at the island of Cuba, Fidel Castro’s executive reluctantly instituted a chain of reforms to make amends for the loss of life of overseas reduction from Moscow. those regulations ushered in a huge spectrum of nationwide and foreign buyer services and products formerly unknown to islanders. In a number of brief years, Cubans have been seeing overseas manufacturers between patron durables and a vast array of emblems introduced in via travelers. this day, approximately 20 years into those constrained marketplace reforms, no systematic examine has explored purchaser model expertise between eleven thousands Cubans dwelling simply ninety miles from the USA. The paucity of educational learn stems from the demanding situations of engaging in public/consumer opinion, and professional country coverage contends that client needs and wants are chuffed by means of both a chain of familiar and Cuban-made manufacturers, or via autonomous marketers who supply brandless items and services.

Marketing with out Advertising analyzes the position, narratives, and behavior of intake in Cuba on the grounds that 1959. It files how customer behaviour has replaced because the pre-revolutionary interval, with detailed specialise in the early Nineteen Nineties. The ebook files the shift from moral-based rewards within the early years of the Revolution, to the increase of material-based incentives. Cubans have lengthy been uncovered to international mass media within the type of videos, tune video clips, cable tv indicates. even though the net is extremely regulated, the Cuban Diaspora in exile brings again garments, own care items, digital items, and magazines that raise the attention of brand name trademarks, jingles, items, and providers. those and comparable findings from the authors' basic learn are ripe with advertising and marketing implications equivalent to substitution results, fee elasticity, latent call for for definite services and products, and customer behaviour.

Show description

Read Online or Download Marketing without Advertising: Brand Preference and Consumer Choice in Cuba (Routledge Advances in Management and Business Studies) PDF

Similar marketing & sales books

The Undermining of Beliefs in the Autonomy and Rationality - download pdf or read online

This booklet examines smooth intake, concentrating on thoughts of autonomy and rationality. in recent times, traditional principles of 'free will' have come lower than assault within the context of buyer selection and equally, postmodernists have sabotaged the very thought of shopper rationality. O’Shaughnessy and O'Shaughnessy undertake a moderating viewpoint, reviewing and critiquing those assaults with a view to paintings in the direction of a extra nuanced view of the patron: neither fullyyt self sufficient nor completely rational.

Sales Excellence: Systematic Sales Management (Management by Christian Homburg,Heiko Schäfer,Janna Schneider PDF

This ebook offers a really novel and strategic method of revenues administration, a space that has suffered from a scarcity of class in perform. This content-rich and thought-provoking e-book has a really distinctive positioning: It considers the revenues functionality of a firm at a truly excessive, strategic point and provides particular tips in handling not only a number of direct experiences yet a complete association?

Fair Trade, Sustainability and Social Change (International by I. Hudson,M. Fridell PDF

The authors significantly evaluation the reasonable exchange movement's position in pursuing a extra simply and environmentally sustainable society. utilizing reasonable alternate as a case examine of the shift towards non-state sorts of governance, they specialize in its function not just as a regulatory instrument, yet as a catalyst for broader social and political transformation.

Download PDF by Nicole Porter: Landscape and Branding: The promotion and production of

Panorama and branding explores the best way panorama is conceptualised, conceived, represented and designed via execs in a brand-driven age. panorama - incorporating tangible actual area in addition to intangible recommendations, narratives, photographs, and reviews of position - is developed through a couple of artistic industries.

Additional info for Marketing without Advertising: Brand Preference and Consumer Choice in Cuba (Routledge Advances in Management and Business Studies)

Sample text

Download PDF sample

Marketing without Advertising: Brand Preference and Consumer Choice in Cuba (Routledge Advances in Management and Business Studies) by Emilio Morales,Joseph L. Scarpaci

by James

Rated 4.59 of 5 – based on 45 votes