Author Description

Ch. 1. Marketing In The Changing Latin American Environment -- Ch. 2. The Internationalization Of Latin American Markets -- Case 2-1. International Marketing Managers (a): Susan Elespuru / John A. Quelch -- Case 2-2. Rheem-saiar / Guillermo D'andrea And Serio Postigo -- Case 2-3. Grupo Televisa S.a. De C.v. / John A. Quelch And Jonathan J. Ginns -- Ch. 3. Product Leadership -- Case 3-1. Arcor Chocolates / Guillermo D'andrea -- Case 3-2. Algodonera Del Plata / Guillermo D'andrea -- Case 3-3. Astra Sports Inc. (b) / John A. Quelch -- Ch. 4. Competing On Price -- Case 4-1. Wiessberg Gmbh / John A. Quelch -- Case 4-2. Societe Generale Du Papier / John A. Quelch And Carlos G. Sequeira -- Ch. 5. Channels Of Distribution -- Case 5-1. Cummins Engine Company, Inc.: Black Friday / John C. Whitney, Jr. -- Case 5-2. David Del Curto, S.a. / John A. Quelch And Jon I. Martinez -- Case 5-3. Mega / Guillermo D'andrea -- Ch. 6. Communications -- Case 6-1. Desormex, S.a. (a) / Alejandro Ortega And Jorge Gutierrez. Guillermo J. D'andrea, John A. Quelch. Includes Index. Includes Bibliographical References And Index.