The most effective promotion: A comparative study across Latin American markets
Juan Andrés Tello, Gerard Loosschilder and Leonardo SolanoSKIM, Costa Rica
Introduction
LATAM-based companies, whether local or multinational, are usually pressed to do more with less, managing frugal operations with ever tightening budgets. Marketing managers are directed to allocate their marketing dollars more efficiently to instigate change in what consumers choose and ultimately to draw incremental users to their brands – all while making a profit. Promotions are a popular choice among marketers to accomplish this because they are prevalent, visible, and relatively easy to...