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 as well as 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. Macro marketing issues such as regional integration, foreign trade and direct investment are considered within the context of specific countries, as are the micro aspects of a company's marketing activities. The book is an extremely valuable resource for academics, practitioners and anyone interested in doing business in or with Latin America.
'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