Marketing without Advertising: Brand Preference and Consumer Choice in Cuba

By Emilio Morales, Joseph L. Scarpaci, Joseph Scarpaci, et al.

Book Overview

How do Cubans have such a wide range of knowledge on national and international brands without being exposed to modern mass communication strategies? This book explores consumer knowledge about international brands as well as Cuban joint venture operations.

• Format: Paperback
• Language: English
• ISBN: 1138212709
• ISBN13: 9781138212701
• Release Date: August 2016
• Publisher: Routledge
• Length: 230 Pages
• Weight: 0.75 lbs.
• Dimensions: 0.5" x 6.0" x 9.0"