11 June 2001

Marketing to Latin American Metros

Effective marketing reaches the eight invisible Latin Americas (part 2)

by Gabriel Gonzalez-Molina
Coauthor of Follow This Path (Warner Books, 2002)
Latin American consumers fall into eight distinct segments -- and you will never see them on a map. Your marketing strategy will be more effective if you aim for socio-economic status and ignore borders because that, not nationality, creates commonality. Trying to reach everybody in each country is a scattershot method that wastes time and money.
Gabriel Gonzalez-Molina is an author and lecturer for Gallup. He is coauthor of Follow This Path: How the World's Greatest Organizations Drive Growth by Unleashing Human Potential (Warner Books, 2002).
Learn More >>
The content you are attempting to access is for subscribers to the Gallup Management Journal. You can subscribe by choosing the GMJ as one of your subscription selections under My Account. If you are already a subscriber, please log in.
Login
Subscribe
Subscribe To GMJ
See Also

Call Center Forum

At the Call Center Forum, participants have the opportunity to learn and share best practices and challenges in running dynamic call centers. Gallup will present its latest research on call centers and call center management, and each attending organization will have the opportunity to present its current management initiatives.

The event will take place on November 12-13, 2008, in Washington, D.C. To learn more about the event or to register, visit the Call Center Forum page on the Gallup Consulting Web site, or contact Mary Penner-Lovci (212.548.2940), Krista Volzke (402.938.6001) or Amy White (609.279.2233).

For a complete schedule of learning opportunities, visit the Gallup Learning Events page.

Copyright © 2008 Gallup, Inc. All rights reserved.
Gallup®, A8™, Business Impact Analysis™, CE11®, Clifton StrengthsFinder®, the 34 Clifton StrengthsFinder theme names, Customer Engagement Index™, Drop Club®, Emotional Economy™, Employee Engagement Index™, Employee Outlook Index™, Follow This Path™, Gallup Brain®, Gallup Consulting®, Gallup Management Journal®, GMJ®, Gallup Press®, Gallup Publishing™, Gallup Tuesday Briefing®, Gallup University®, HumanSigma®, I10™, L3™, PrincipalInsight™, Q12®, SE25™, SF34®, SRI®, Strengths Spotlight™, Strengths-Based Selling™, StrengthsCoach™, StrengthsFinder®, StrengthsQuest™, TeacherInsight™, The Gallup Path®, and The Gallup Poll® are trademarks of Gallup, Inc. All other trademarks are the property of their respective owners. These materials are provided for noncommercial, personal use only. Reproduction prohibited without the express permission of Gallup, Inc.