Marketing for Latin American Managers in the 21st Century

Description

At 207 pages and 20 chapters, Marketing for Latin American Managers in the 21^st Century provides the essence of marketing for current and aspiring marketing professionals throughout the many countries of Latin America. This book also has immense value for other functional executives and senior corporate leaders who want to understand the value that marketing can bring to their firms – entrepreneurial start-ups and established corporations.

Marketing for Latin American Managers in the 21^st Century evolved from a unique partnership between faculty from one of Latin America’s leading institutions of higher education – Mexico’s TEC Monterey – and Noel Capon, globally published author and R.C. Kopf Professor of International Marketing at New York’s Columbia Business School.

Essentially, Marketing for Latin American Managers in the 21^st Century is a book for Latin American managers written by Latin American academics, steeped in the culture of Latin American business. Easy to read and packed with examples from throughout the region, this book provides a concise and excellent understanding of modern marketing.

Marketing for Latin American Managers in the 21^st Century also contains Internet links to additional material, including video/audio interviews, that make Latin American marketing come alive.