Preparing for the new era: How to adapt and sell in Latin America in the 21st century

To adapt and thrive in an ever-evolving world, businesses in Latin America must be willing to look at alternative research methodologies to make sense of dynamic and complicated consumer segments.

Preparing for the new era: How to adapt and sell in Latin America in the 21st century

Dan HillSensory Logic, USA

THE CENTRAL ROLE OF EMOTIONS IN DECISION MAKING AND BEHAVIOR

As noted by Felipe and Betty Ann Korzenny, authors of Hispanic Marketing, "marketing success in any culture is predicated on reaching the emotion core of the consumer".1)How could it be otherwise given human nature? For well over 300 years now, Western civilization – and its marketing and market research approaches – has labored under the misinformed approach most memorably stated by the French philosopher,...

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