Marketing without advertising : brand preference and consumer choice in Cuba

Emilio Morales and Joseph L. Scarpaci

1. Marketing and advertising : brand preference and consumer choice in Cuba -- 2. A history of Cuban retailing, 1902-2011 -- 3. Cuban consumers and brand awareness -- 4. Iconic brand potential among leading Cuban products -- 5. Franchising as a brand-globalizing process : the case of Casa del Habano -- 6. Brand development without mass communication media -- 7. Remittances and brands : survival and consumption in the new millennium -- 8. Conclusions.

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Year of publication:	2012 ; First edition.
Authors:	Morales, Emilio
Other Persons:	Scarpaci, Joseph L. (contributor)
Publisher:	New York, N.Y. : Routledge,
Subject:	Markenartikel \| Brand \| Konsumentenverhalten \| Consumer behaviour \| Kuba \| Cuba \| Markenführung \| Brand management \| Einzelhandel \| Retail trade \| Internationale Marktforschung \| International marketing research

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Extent:	1 online resource (xx, 229 pages)
Series:	Routledge advances in management and business studies ; 50
Type of publication:	Book / Working Paper
Language:	English
Notes:	Includes bibliographical references (pages [205]-213) and index.
ISBN:	978-0-203-13414-6 ; 978-1-136-48098-0 ; 978-1-136-48102-4 ; 978-1-136-48103-1 ; 978-0-415-89698-6 ; 978-1-138-21270-1
Other identifiers:	10.4324/9780203134146 [DOI]
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10014498142