1st Edition
Marketing without Advertising Brand Preference and Consumer Choice in Cuba
1. Advertising without Marketing: Brand Preference and Consumer Choice in Cuba 2. A History of Cuban Retailing, 1902-2011 3. Cuban Consumers and Brand Awareness 4. Iconic Brand Potential among Leading Cuban Products 5. Franchising as a Brand-Globalizing Process: The Case of Casa de los Habanos 6. Brand Development without Mass Communication Media 7. Remittances & Brands: Survival & Consumption in the New Millennium 8. Conclusions Glossary Bibliography Index
Biography
Emilio Morales is the former Director of Marketing for CIMEX, S.A., the largest Cuban company in the retail and wholesale business. Born, raised, and educated in Cuba, he worked there until 2006 before moving to Miami. He holds a B.S. in Computer Science, a Masters in Marketing, and an MBA.
Joseph L. Scarpaci is Associate Professor at West Liberty University, and former Professor of Urban Affairs and Planning (1989-2003) in the School of Public and International Affairs at Virginia Tech.
"The greatest strengths of this volume are the authors’ first-hand knowledge of Cuban culture, society, and economy" -Sarah A. Blue, Department of Geography, Texas State University, San Marcos, TX. The AAG Review
"(...) Morales and Scarpaci’s book is a very useful source of knowledge for a number of stakeholders in marketing theory and practice. Because the discussion takes an historical approach, doctoral researchers will benefit from understanding how research in marketing and consumer behavior is not politics-free. Scholars in diverse areas of marketing and consumer behavior (e.g., marketing communications, branding, and retailing) can take up the areas the authors have identified in the book for further research. Similarly, marketing managers can gain valuable knowledge of how marketing without advertising works."
- Aliakbar Jafari, University of Strathclyde, United Kingdom
