内容

目次

1. Marketing in the Changing Latin American Environment. The ChangingModel. Latin America: A New Global Competitor. The Regional Scene. NationalMarkets or a Regional Market? Mercosur. Managerial Consequences. For WhatPurposes? What Countries? Regional Grouping. Careful Assessment of theCountry. What Products? How to Participate? Exporting. Strategic Alliances.Assembly Plants on Deposit. Acquisitions. Totally New Investments.Conclusion. 2. The Internationalization of Latin American Markets. PendingTasks. CASE: International Marketing Managers: (A) Susana Elespuru. TheInternational Expansion. Vale do Rio Doce. Free Trade Areas. Mercosur. CASES:Rheem-Saiar; Grupo Televisa S.A. de C.V. Ten Keys for Exporting Companies. 3.Product. Innovation as a Critical Factor. Hoteles Royal. Cemetery Parque delSendero. CASES: Chocolates Arcor; Algodonera del Plata; Astra Sports, Inc.(B). 4. Price. Babysan: Diapers in Chile. Printaform: Minicomputers inMexico. CASES: Weissberg Gmbh; Societ? G?n?rale du Papier. 5. Channels ofDistribution. The Irruption of Modern Trade in Less Structured Markets: AGlobalization Process. Economic Setting. Regulatory Environment. Consumers.Retailers. Three Traps for Retail Trade. Wholesalers. Manufacturers. CASES:Cummins Engines Co., Inc; Black Friday; David del Curto; Mega. 6.Communications. The Public Image. The Value of Communications. The Cola Wars.CASES: Pritty S.A.; Desormex, S.A. (A) & (B). 7. Managing the Marketing Mix.Powdered Milk in Peru. Buses from Brazil. The Marketing Plan. CASES: CazalisLeger; Courage Freres, Sportwear; Gallo Rice. 8. Marketing Strategy. CASES:Supermercados Disco: Regional Strategy; Impsat; Miguel Torres-Chile (A).