The Igassu project. The (re)construction of a brand opens a new frontier for Argentina, Brazil and Paraguay
Julio Cesar Gibrail TannusJT Estudos e Pesquisa, Brazil andRoseli Stier AzambujaStandard, Ogilvy Mather, Brazil
A HISTORY OF PORTUGUESE, SPANISH AND GUARANI INDIAN
The market research project began based on a request made by a group of businessmen from the city of Foz do Igua a Brazilian city located on the border of Argentina and Paraguay, who had identified an apparently localized problem, which was the progressive decrease in hotel occupancy (see Table 1).
TABLE 1:...