Marketing without advertising brand preference and consumer choice in Cuba

Morales, Emilio 1969- Scarpaci, Joseph L

Marketing without advertising brand preference and consumer choice in Cuba - London Routledge 2012 - xx,229p. ill. ; 24 cm. - Routledge advances in management and business studies 50 .

Includes bibliographical references and index.

Advertising without marketing : brand preference and consumer choice in -- Cuba -- A history of Cuban retailing, 1902-2011 -- Cuban consumers and brand awareness -- Iconic brand potential among leading Cuban products -- Franchising as a brand-globalizing process : the case of casa de Los Habanos -- Brand development without mass communication media -- Remittances & brands : survival & consumption in the new millennium -- Conclusions.

9780415896986

2011031620


Marketing--Cuba.
Consumers' preferences--Cuba.
Brand choice--Cuba.

HF5415.12.C8 / M67 2012

658.8343 / MO-M

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