1st Edition

Marketing in Latin America and the Caribbean Contemporary Case Studies

    228 Pages 47 B/W Illustrations
    by Routledge

    228 Pages 47 B/W Illustrations
    by Routledge

    Latin America and the Caribbean are often placed in the same geographical and economic grouping. However, too little is known in either region about the other’s business cultures and marketplaces. Marketing in Latin America and the Caribbean is a casebook that analyses the marketing histories, challenges, strategies and vision of small, medium and large indigenous businesses from South America, Central America, Mexico and the Caribbean.

    The book is divided into three core sections: Marketing Tactics, including product development, pricing and digital marketing; Marketing Strategy, which considers brand development, targeting and positioning, and competitive advantage; and, Global and Regional Marketing, considering strategic alliances, global expansion and supply chain management. The work also captures the competitive strategies used by indigenous firms to drive regional and global expansion in the face of sometimes turbulent marketing environments: several of the cases in the book encourage student readers to assess the impact of the COVID-19 pandemic on the strategies and futures of Latin American and Caribbean firms.

    Filling a gap in the literature by focusing on this understudied region and its indigenous firms, this text is essential and recommended reading for advanced undergraduate and postgraduate students studying International Marketing, Marketing Management and Strategy. It will also be of use to academic faculty seeking classroom material that captures authentic Latin American and Caribbean marketing realities.

    The work is supplemented by detailed Teaching Notes for each chapter, available online for instructors.


    BessLime Experience Limited
    Marvin H. Pacheco              
    GAIA Group: Business with a Purpose
    Evodio Kaltenecker

    UTech: The Marketing Seminar’s Rebirth
    Neleen Leslie-Piper and Petula Senior

    DEPCO PERÚ: Facing Changes in the Market
    Otto Regalado-Pezúa and Leonardo Toro

    Andrés Carne de Res
    Giuseppe Vanoni Martínez, Jesús Alfonso Omaña Guerrero and Martha Guerrero Carrasco

    To’ak Chocolate
    Fabrizio Noboa, Diego Grijalva, and Johanna Andrango

    The Cave Shepherd Credit Card: Forging synergies between a parent brand and brand extension for mutual growth with Generations Y and Z
    Tara Goddard

    FosRich Grows Again: Can Marketing Communications Lead the Way?
    Neleen Leslie-Piper
    The Crane Resort: Growing an Iconic Brand
    Joseann Knight and Samantha Cross


    Automotive Art: Gazes Towards the East
    Denise Williams-Franklin and Cara Franklin

    UWI Five Islands Campus: Carving out a Newcomer’s Market   
    Jared Roberts, Delicia Bonny and Joseann Knight
    Service Marketing at Ramps Logistics
    Miguel Dindial and Balraj Kistow

    Tambran by Tamara
    Barney G. Pacheco


    AKR Group: Achieving International Market Positioning in a Turbulent Environment
    Mario Enrique Eugui and Julio Angel Mottola

    Geolife Group, Mexico: Leveraging Technology for New Market Development
    Maria Elena Vazquez Lira, Miguel Ángel López-Lomelí, Miguel Ángel Montoya-Bayardo and Alejandro Romero

    William’s Dilemmas
    Margaret Rose Grigsby and Carlos A. Rodríguez


    Joseann J. Knight is a Lecturer in Marketing and Consumer Behaviour at the Cave Hill Campus of the University of the West Indies, Barbados.

    Fabrizio Noboa S. is an Associate Professor at the University of San Francisco at Quito Business School, Ecuador.

    Barney G. Pacheco is a Marketing Lecturer in the Department of Management Studies, The University of the West Indies, St. Augustine Campus, Trinidad and Tobago.