Marketing without advertising: brand preference and consumer choice in cuba
Auteur :
Morales, Emilio / Scarpaci, Joseph
Éditeur :
Taylor & Francis Ltd
ISBN :
9780415896986
Date de publication :
21 déc. 2011
Dimensions :
22,9 x 15,2 cm
Poids :
630 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
How do Cubans have such a wide range of knowledge on national and international brands without being exposed to modern mass communication strategies? This book explores consumer knowledge about international brands as well as Cuban joint venture operations.