Marketing Without Advertising: Brand Preference and Consumer Choice in Cuba

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

Book Overview

In 1993, in order to stop an economic freefall on the island of Cuba, Fidel Castro's government reluctantly instituted a series of reforms to compensate for the demise of foreign aid from Moscow. These policies ushered in a broad spectrum of national and international consumer products and services previously unknown to islanders. In a few short years, Cubans were seeing foreign brands among consumer durables and a broad array of logos brought...

• Format: Hardcover
• Language: English
• ISBN: 0415896983
• ISBN13: 9780415896986
• Release Date: December 2011
• Publisher: Routledge
• Length: 252 Pages
• Weight: 0.97 lbs.
• Dimensions: 0.7" x 6.3" x 9.1"