Abstract:
The Iguassu Project is a market research study which faces a unique situation: the strategic repositioning of a tourist region very important to three countries - Argentina, Brazil and Paraguay - seeking to construct a new and international brand for an attractive and all- encompassing region which can provide tourist attractions, leisure, shopping, business, culture and sports. The combination of secondary information, together with qualitative and quantitative studies, involving various segments of the public in the three countries, treats with the complexities and vicissitudes of a brand in a marketing ambience characterized by profound economic and social changes. The project utilizes the various aspects of the three-country border market as a model of analysis for the discussion of limits and contingencies of the processes necessary for brand building, and the role of the market research process as a catalyst for the forces behind the building of a brand. One of the results was the contribution for the implementation of "The Iguassu International Tourist Center".
Magazines
Marketing and research today (November 1991)
Catalogue: Marketing and Research Today
Author: ESOMAR B.V.
 
November 1, 1991
Research Papers
Country ways
Catalogue: ESOMAR Congress 1985: Broadening The Uses Of Research
Authors: Clarice Herzog, Lea Maria Chagas Cruz
Company: Ogilvy
June 15, 1985
Videos
The new (new) social TV revolution
Catalogue: Latin America 2016: Research Renovation
Authors: Vanessa Mathias, Marcela Doria, Cassiano Alburquerque, Pepe Tomás
Companies: Ipsos MRBI, Netquest
June 15, 2016
