Abstract:

Rapid socio-economic growth in Latin America is accelerating the dynamics of change in consumption marketing and communication. Those involved in marketing are increasingly confronted with a complex and fast-changing reality in which trends habits and new communications technology create new opportunities. Against a backdrop of on-going deregulation new media opportunities changing demographics and new consumer groups both global and domestic companies are launching aggressive marketing campaigns to win and retain customers in every country. This has created a need for improved information accompanied by a substantial increase in marketing research and how it should be used to improve decision-making.