1st Edition
Marketing in Latin America and the Caribbean Contemporary Case Studies
SECTION 1 – MARKETING STRATEGY
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
SECTION 2 – INTERNATIONAL MARKETING
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
SECTION 3 – THE MARKETING ENVIRONMENT
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
Biography
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.
