Abstract
The purpose of this study is to forecast the likely future development of the marketing environment and marketing institutions of Latin America. The specific research objectives are to: (1) Identify the key factors or characteristics contributing to the development of the marketing environment in Latin America; (2) Establish the most probable time period in which these characteristics will be operative; and (3) Identify the major obstacles inhibiting the realization of these characteristics.
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© 2015 Academy of Marketing Science
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Renforth, W. (2015). The Next Fifty Years for Marketing in Latin America: Prospects, Developments, and Predictions. In: Bellur, V. (eds) The 1980’s: A Decade of Marketing Challenges. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16976-7_96
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DOI: https://doi.org/10.1007/978-3-319-16976-7_96
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-16975-0
Online ISBN: 978-3-319-16976-7
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