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Tables of Contents for Cases in Strategic Marketing Management
Chapter/Section Title
Page #
Page Count
Foreward
vii
Marketing in the Changing Latin American Environment
1
16
The Changing Model
1
2
Latin America: A New Global Competitor
3
3
El Mercosur
6
2
Business Objectives
8
1
Selecting Locations
8
4
Product Selection
12
1
Investment Participation
13
3
Conclusion
16
1
The Internationalization of Latin American Markets
17
44
Countries of Opportunity
17
1
International Expansion
18
2
Free Trade Areas
20
1
International Marketing Managers (A): Susan Elespuru
24
4
John A. Quelch
Rheem-Saiar
28
16
Guillermo D'Andrea
Serio Postigo
Grupo Televisa S.A. de C.V.
44
John A. Quelch
Jonathan J. Ginns
Ten Keys for Export Companies
21
40
Product Leadership
61
17
Innovation as a Critical Factor
61
17
Arcor Chocolates
65
4
Guillermo D'Andrea
Algodonera del Plata
69
6
Guillermo D'Andrea
Astra Sports Inc. (B)
75
3
John A. Quelch
Competing on Price
78
12
Babysan: Diapers of Chile
78
1
Printaform: Microcomputers in Mexico
79
11
Weissberg GMBH
80
3
John A. Quelch
Societe Generale du Papier
83
7
John A. Quelch
Carlos G. Sequeira
Channels of Distribution
90
51
The Emergence of Modern Trade in Less Structured Markets: A Globalization Process
90
1
Economic Setting
91
1
Regulatory Environment
91
1
Consumers
92
1
Retailers
93
1
Wholesalers
94
1
Manufacturers
94
47
Cummins Engine Company, Inc.: Black Friday
96
15
John C. Whitney, Jr.
David Del Curto, S.A.
111
22
John A. Quelch
Jon I. Martinez
Mega
133
8
Guillermo D'Andrea
Communications
141
21
The Public Image
141
1
The Value of Communications
142
1
The War of Colas
142
20
Desormex, S.A.(A)
145
6
Alejandro Ortega
Jorge Gutierrez
Desormex, S.A. (B)
151
2
Pritty S.A.
153
9
Guillermo D'Andrea
Andrees Terech
Managing the Marketing Mix
162
50
Powdered Milk in Peru
162
1
Buses from Brazil
163
1
The Marketing Plan
164
48
Cazalis Leger
166
7
Guillermo D'Andrea
Courage Freres, Sportswear
173
10
Guillermo D'Andrea
Gallo Rice
183
29
John Quelch
Nathalie Laidler
Marketing Strategy
212
61
Supermercados Disco: Regional Strategy
214
22
Guillermo D'Andrea
Silvina Romero Paz
Impsat
236
11
Guillermo D'Andrea
Miguel Torres-Chile (A)
247
26
Jose M. Anzizu
Jon I. Martinez
Index
273