Marketing without advertising: brand preference and consumer choice in cuba
Auteur :
Morales, Emilio / Scarpaci, Joseph
Éditeur :
Taylor & Francis Ltd
ISBN :
9781138212701
Date de publication :
3 août 2016
Dimensions :
22,9 x 15,2 cm
Poids :
362 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.