Advertisement

Latin American Consumer Markets and Marketing

  • Fernando Robles

Abstract

Latin American consumer markets have gone through turbulent times since the early 1990s. Although periods of growth and recession have affected the region in similar ways, their impact has not influenced consumers in the same way or at the same time. In a short period of time the social fabric of Latin America has changed. The region now has a complex, fluid social mixture of rich and poor, old and young, cosmopolitan and traditional. If we add differences in ethnicity, language and climate, Latin America can be viewed as a rich mosaic that produces a variety of consumption behaviors and different ways of adjusting to events that affect the region.

Keywords

Latin American Country Brand Equity Cellular Phone North American Free Trade Agreement Brand Strategy 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

Preview

Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.

Copyright information

© Fernando Robles 2005

Authors and Affiliations

  • Fernando Robles

There are no affiliations available

Personalised recommendations