Nora de D'Alessio, ESOMAR, Latin America Conference, Buenos Aires, September 2005
This paper reflects the “new” relationship the young people of Latin America from Argentina, Chile, Colombia, Ecuador, Mexico and Uruguay connected to the Internet are establishing through this medium.
Alain Mizrahi, ESOMAR, Latin America, Mexico City, May 2001, pp. 135-159
A high rate of Internet penetration does not itself ensure the development of eCommerce. All companies dealing with this issue must commit themselves to understanding the principles underlying any possible commercial strategy on Internet.
Hal Daume, ESOMAR, Qualitative Research, Singapore, 1997
This paper describes the variety of cultural differences present across the Spanish-speaking countries around the globe, derived from a 'ground-level' qualitative research study encompassing fourteen Spanish-speaking countries, territories and regions in Europe, and the North, Central and South Americas.
This case study describes how Oreo, a sandwich cookie from the United States, orchestrated a global integrated marketing campaign with regional variations, drove record-breaking cookie sales and built equity for the brand.