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Research papers
The sound of silence
This paper presents the results of research carried out amongst the youth populations in three countries (Brazil, Venezuela and Mexico) utilizing four brands that are, at the same time, sufficiently international and also important for the youth...
Catalogue: Latin America 2001
Authors: Jaime Troiano, Walter Costa, Sérgio Guardado
May 1, 2001
Research papers
Evaluating the value of global brands in Latin America
This paper presents an analysis of brand value with a focus on global brands present in Latin American countries and is based on the hypothesis that for the vast majority of product and service categories brand value might be defined as a regional...
Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Paulo Carramenha, Luis Alfredo Lagos Dougnac, Nelsom Marangoni
June 15, 1999
Research papers
Marketing in Latin America in the 21st Century
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...
Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Author: ESOMAR B.V.
June 15, 1999
Research papers
Evaluating the value of global brands in Latin America (Spanish)
This paper presents an analysis of brand value with a focus on global brands present in Latin American countries and is based on the hypothesis that for the vast majority of product and service categories brand value might be defined as a regional...
Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Nelsom Marangoni, Paulo Carramenha, Luis Alfredo Lagos Dougnac
June 15, 1999
Research papers
Global research
This paper provides marketers and researchers with a greater understanding of response tendencies and the interpretation of market research across Latin American countries. It also considers cost trade- offs of testing in smaller markets and presents...
Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Author: Leah Robinson
Company: Nielsen
June 15, 1999
Research papers
Business intelligence and competitive intelligence
This paper assesses the state of business intelligence and competitive intelligence in Mexico and Latin America and assesses historical and cultural factors that must be addressed specifically in this geographical area.
Catalogue: Seminar 1999: Market and Competitive Intelligence
Author: Gustavo Mendez-Kuhn
March 1, 1999
Research papers
Psychographic targets after an economic crisis
Traditionally, media research by TV networks in Mexico analyzed the the audience by either demographic or geographic segmentation. In 1994, the Mexican peso suffered from a huge devaluation, which affected life style and aspirations of the audience,...
Catalogue: Seminar 1998: Towards Total Communications Strategies
Author: Idalia Cruz Garza
October 20, 1998
Research papers
