Marketing case studies from Latin America, 1999
Description
Based on three case studies of marketing service providers (dealing with handicrafts, non-traditional agricultural products, and household goods), this study will focus on the possibility for short and long-term sustainability of marketing services. The study discusses the impact ancillary services have on the ability for (partial or full) cost-recovery and for institutional sustainability, and the business strategies adopted by each marketing service provider. The study further draws from a survey that was distributed to more than 500 marketing service providers in Latin America and the Caribbean. The survey results are presented in an annex, and offers a picture of the current market for marketing services, types of services, and the manner in which they are provided.
Marketing cases in Latin America, 1999 (pdf, 137 kB)