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ISBN: 0130617164Издательство: Prentice Hall
Companies worldwide are discovering the enormous potential of the Latin markets. Succeeding in the new Latin markets is challenging because of the dramatic changes affecting every aspect of life throughout the region. Winning Strategies for the New LatinMarkets systematically reviews those changes?and offers guidelines for effective strategies that meet the changing market needs. The authors?each a long-time expert in Latin and global business?challenge popular views of the Latin markets. Powerful transformations ranging from privatizations and economic reform to rapid adoption of the Internet are allowing major companies to create powerful business networks from New York to Sao Paulo?but success in the region also requires an understanding of consumer variations across countries. The book unlocks the opportunities that emerge from a golden triangle of the Brazilian, Mexican, and U.S. Latin markets, which represent two thirds of the region's market...