Marketing without advertising : brand preference and consumer choice in Cuba
Emilio Morales and Joseph L. Scarpaci
| Year of publication: |
2012
|
|---|---|
| Authors: | Morales, Emilio ; Scarpaci, Joseph L. |
| Publisher: |
New York, NY [u.a.] : Routledge |
| Subject: | Konsumentenverhalten | Consumer behaviour | Markenartikel | Brand | Markenführung | Brand management | Einzelhandel | Retail trade | Internationale Marktforschung | International marketing research | Kuba | Cuba | Marketing | Markenpolitik | 1959- |
| Description of contents: | Table of Contents [gbv.de] |
| Extent: | XX, 229 p. Ill., graph. Darst., Kt. |
|---|---|
| Series: | Routledge advances in management and business studies. - New York, NY [u.a.] : Routledge, ZDB-ID 1492379-8. - Vol. 50 |
| Type of publication: | Book / Working Paper |
| Language: | English |
| Notes: | Includes bibliographical references and index Marketing without advertising : 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. |
| ISBN: | 978-0-415-89698-6 ; 978-0-203-13414-6 |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009502970