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MARKETING NEWS FLASH |

REPORTS & RESOURCES

April 2013

Latin American brands enter US markets

Ultimately, despite complex investment dynamics and barriers to entry for Latin American hotel brands and hospitality businesses, the benefits of their U.S. and regional expansion are significant, including increased brand value and awareness, company growth and formal inclusion in the premier hotel league. Undoubtedly, exciting times lie ahead for hotel and hospitality cross-border expansion in the Americas, as the South to North equation multiplies.

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March 2013

Big ideas, local insights: multicultural content marketing made easy

Effective multicultural marketing is not easy, but it is valuable. It combines the good old-fashioned concept of high-quality content with up-to-the-minute marketing techniques, big data, and on-the-ground knowledge of the cultures you are targeting.

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Travel Marketing: Are Latin American destinations particularly appealing to U.S Hispanics?

Latin American Travel destinations are of great interest to the U.S Hispanic consumer. Both for Leisure and Business Travel.  Hispanics have a cultural affinity with Latin America that makes destinations there very attractive to them. Latin American based agencies often help Latin American, especially  Mexican clients to reach U.S. Hispanics.

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February 2013

Restaurant Marketing-Red Lobster’s Marquina: “Our Insights resonate with first Gen and bicultural Hispanics”

Hispanics make up about 10 percent of Red Lobster’s clientele, a number that matches the industry standard. Hispanic consumers are projected to account for 25%of the increase in consumer spending on food away from home between 2010-2015, according to IHS Global Insight. These numbers are increasingly leading restaurants to invest in their Hispanic customer base, a population that accounts for about 9.8 billion restaurant visits every year.

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November 2012

Research: Argentina: Non computer traffic Reached 2.1% in March

According to comScore, smartphones and tablets drive a growing share of internet content consumption in Argentina. The report about connected device usage in Argentina found that digital media consumption via connected devices (including mobile phones, tablets, etc.) accounted for 2.1 percent of all Internet page views in March 2012.

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October 2012

In Mexico, Social Networks Stake Digital Marketing Claim

As greater percentages of the population in Mexico become internet and mobile internet users, advertisers are devoting more resources to digital campaigns.

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September 2012

Act like a local: How to sell in emerging markets

Emerging markets can be fertile ground for enormous sales growth but each market has its own unique hurdles. Without a deep understanding of the local customer you are likely to trip over those obstacles—or abandon the market prematurely like our apocryphal salesman above. To break into emerging markets and capture the potential, the best sales leaders have realized they have to think like a local.

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July 2012

Brazil: After the carnival

Chen Zhizhao, the newest addition to Brazil's champion football club, Corinthians, already seems at home at the team's training ground on the edge of Sao Paulo.

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June 2012

Marketing in Brazil

Spend enough time online in Brazil and the chances are that an ad for Netshoes will appear on your screen. The sportswear retailer, which started trading 12 years ago in a São Paulo car park, is the country’s biggest buyer of internet display slots.

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March 2012

Brands Need To Quickly Understand Brazilian Consumers as the Latin American Market Continues to Grow, Says Cint

With Brazil recently overtaking the UK to become the sixth largest economy in the world as well as being the fifth largest in terms of digital users, marketers must understand the needs of its consumers if they are to successfully break into the country, advises Cint, a global provider of market research tools.

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6 New Social Media Trends in Brazil

The latest news about social media in Brazil indicates some interesting trends that marketers, media professionals and advertisers need to take into account.

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Almost 60% of Latin American Internet Users Are Buying Online

E-commerce is clearly growing stronger in Latin America. A recent survey of Internet users in Latin America shows that 59% report buying products online in the past year.

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How to Approach International Online Search Marketing

Online marketers might think they have mastered the art and science of reaching out to their home audience, but many still struggle with connecting to those on an international level.

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January 2012

Brazil: What to Know before Researching Latin America’s Biggest Market

Researchers should be aware of the quirks of conducting projects in Brazil versus other countries.

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The 7 Hottest Trends in Brazil’s Online Market

The latest studies are showing several key online trends in Brazil that should impact the advertising, media and marketing worlds.

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What's to Become of Hispanic Identity?

A paper published in the journal Social Science Research raises important questions regarding the ongoing assimilation of Hispanics in the United States and its implications for the future of multicultural marketing.

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Mobile Phones Drive Majority of Non-Computer Traffic in Chile and Argentina

According to a recent report from comScore mobile devices are pushing more traffic throughout South America.

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Our 12 Hispanic Marketing and Media Predictions for 2012

Like we did for 2011, here are our forecasts/predictions on what is going to happen in the Hispanic Marketing and Media space in 2012. Once the year ends we will put our own predictions to a test

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December 2011

Branding and Marketing in Emerging Markets

A quick look at the major media outlets, be they newspapers, magazines, websites, professional conferences or consulting engagements, highlights the global obsession with emerging markets. The rather large bloc of countries in South America, Eastern Europe, and Asia make up the loosely coined term emerging markets. Despite the geographic separation of these clusters of countries they share some very dominant and distinguishing characteristics.

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Chief Marketing Officer: The Boardroom Role

Align marketing with the corporate business strategy: Newer technology, powerful channel partners, and empowered customers have made the competition highly intense and marketing a very involved and strategic discipline.

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LinkedIn Opens Office in Brazil for Latin American Market

Having grown in popularity as a platform to carry out social media marketing campaigns, LinkedIn has unveiled its first office in Brazil, Sao Paulo, Latin America.

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November 2011

Marketing to LatAm: Next steps for Audi and CMR

At the recent Mexican Forum for Advertising and Media, organized by Portada in Mexico City, the advertisers panel included speakers Lucía Carreón, Marketing and Communications Manager for Audi, and Rodrigo Luis Piñero, Marketing Director for Corporación Mexicana de Restaurantes (Mexican Restaurant Corporation, or CMR), which serves as controller for Chili’s, Wings and other restaurant chains. Both speakers shared their vision of what their brands will do on the media stage next year, which will be saturated with an election war and the Olympics. 

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Microsoft continues to Top Google among U.S. Hispanics

As in the August top Hispanic online sites ranking, Microsoft sites continue to be the most visited among Hispanic audiences. 

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October 2011

Marketer Interview: Ramson, SABMiller “Digital Marketing is Key, but with Precise Strategies"

Today in our Marketer Interview feature, Portada talks with Randy Ranson (photo), SVP for Latin America of SABMiller. Ranson explains SABMiller´s plans in the region and what their challenges and expectations are.

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Latin America: One of the world’s most dynamic media markets

Marketers and advertisers are increasingly seeing Latin America as a creative hub with a huge potential for media growth as well as viewing it as a new frontier for social media.

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Siri: The iPhone 4S App Can Speak to You in Different Languages -- But Not in Spanish

Because while Siri will come with English optimized for the United States, the United Kingdom and Australia and feature support in French and German, it will not, in its beta version at least, be accessible in Spanish.

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August 2011

Expanding internationally? Consider these business-friendly countries

As a small business owner, it can be difficult to shift your attention away from continually glum U.S. market growth reports. When your business depends on a vibrant marketplace for survival, it's only logical that you'd want to watch vigilantly for changes, for better or worse. However, if you're so focused on one thing, a lot of opportunities to grow in different ways could be passing you by.

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July 2011

Publicis Revenue Increases on Latin America, Digital Media

Publicis Groupe SA, the third- largest advertising agency, said second-quarter sales rose 2.7 percent as the company's newer businesses in faster growing markets and digital media added revenue. Latin America was the company's fastest growing region in the second quarter, increasing revenue by 25 percent from a year earlier after the company made acquisitions in Brazil. Africa, the Middle East and Europe grew 11 percent and Asia increased by 3.2 percent. Sales in North America, Publicis' largest region by revenue, declined 5.9 percent.

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starMedia Launches Redesigned Site Targeting the US Hispanic Community

starMedia today announced a major redesign of its portal, www.starmedia.com, to bring a new online experience to Hispanic communities looking for relevant local content, interactive services and social media connectivity.

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October 2010

Wireless Intelligence: Latin America becomes world's second-largest mobile region

MEDIA RELEASE: LONDON, UK, 1 October 2010: Latin America surpassed Western Europe to become the world's second-largest mobile region during the second quarter of the year, according to the latest Wireless Intelligence report, Quarterly World Review: Q2 2010. The Americas region reached 530 million mobile connections by the end of June 2010, adding almost 15 million in net additions during the quarter. This saw it overtake Western Europe, which fell from around 520 million connections in Q1 to 515 million in Q2. The Americas is now the world's second-largest mobile market after Asia-Pacific, which reached 2.4 billion mobile connections in the quarter, accounting for around 47 percent of the global total.

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August 2010

Chile Pension Funds Buy Record Foreign Bonds as Domestic Debt Sales Dry Up

Chilean pension funds are boosting holdings of foreign bonds to record levels as they turn to debt from countries such as Brazil and Mexico after a dearth of local corporate sales pushed yields to a two-year low.

Chile's six private pension funds tripled holdings of foreign fixed-income assets in the past 12 months to $20 billion at the end of July, while cutting local holdings by $2.5 billion, according to the industry's regulator.

The average peso-denominated corporate bond yield tumbled to 3.72 percent on Aug. 24, the lowest since April 2008, after a decline in offerings cut the supply of the securities, according to Santiago-based data company LVA Indices. In Brazil, by comparison, local corporate bonds pay yields linked to the country's benchmark 10.75 percent overnight rate.

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Feud With Clarin Deepens Bond Rout as JPMorgan Says Sell: Argentina Credit

Argentine President Cristina Fernandez de Kirchner's growing confrontation with the country's largest newspaper is exacerbating the biggest tumble in its dollar bonds in two months and prompting JPMorgan Chase & Co. to recommend investors cut holdings.

The yield on the South American country's benchmark 7 percent securities due in 2015 increased 74 basis points, or 0.74 percentage point, from Aug. 23 through yesterday, the biggest two-day jump since June 7, according to data compiled by Bloomberg. Emerging-market bond yields climbed an average of 18 basis points during the same period, according to JPMorgan indexes.

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Banks Cut Bonds to Record to Lend at Higher Interest Rates: Brazil Credit

Brazil banks from Banco do Brasil SA to Itau Unibanco Holding SA are reducing government bonds to a record and increasing lending to consumers and companies.

Bonds dropped to 22.7 percent of assets at Brazil’s 15 biggest lenders in June from 33.7 percent five years ago, according to Austin Rating, a Sao Paulo-based research group specializing in financial data. Loans climbed to 36.3 percent of investments from 30 percent in 2005 as easing inflation spurred the central bank to cut its benchmark interest rate to the lowest ever and economic growth accelerated.

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Brazil Rate Futures Yields Fall to Four-Month Low on Inflation Forecast

Yields on Brazil's interest-rate futures contracts fell to a four-month low as the central bank said inflation will drop below its forecast, boosting speculation policy makers will slow the pace of rate increases.

The yield on the contract due in January dropped four basis points, or 0.04 percentage point, to 10.69 percent at 9:27 a.m. New York time, the lowest on an intraday basis since April 23.

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Brazil Job Creation Slows for Third Straight Month in July to 181,796

Brazil reported the third straight month of slower job creation in July, increasing the likelihood central bank policy makers may leave interest rates unchanged in their next meeting.

Brazil's economy added 181,796 government-registered jobs last month, the smallest number since January, the Labor Ministry said today. Economists had predicted 183,472 new positions, according to the median forecast of eight analysts surveyed by Bloomberg.

Job creation figures show companies are adjusting their payrolls more cautiously after strong hiring in the beginning of the year, Labor Minister Carlos Lupi told reporters in Brasilia today.

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Venezuela's Economy Shrank Less Than Forecast in Second Quarter, Bank Says

Venezuela's economy, the only one in Latin America still in recession, shrank less than forecast in the three months through June as the oil-exporting nation showed the first signs of recovering from a five-quarter contraction.

Gross domestic product contracted 1.9 percent in the second quarter from a year earlier, the central bank said today. Analysts estimated the economy would shrink 5.7 percent, the median of eight forecasts compiled by Bloomberg. The economy contracted 3.5 percent in the first half of 2010, the bank said.

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Slim Defends Mexico Turf as Telefonica, Televisa Step Up Fight

Carlos Slim is facing the Mexican government's biggest effort in years to bring more competition to the wireless market dominated by his America Movil SAB. The billionaire is likely to turn back the challenge, analysts say.

Grupo Televisa SA and Telefonica SA plan to offer wireless high-speed Internet across Mexico for the first time after winning airwaves in a government auction, the nation's first since 2005. The companies also won the right this year to use public fiber-optic lines to fortify their networks and compete against America Movil.

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Petrobras Loses Spot as Latin America's Top Company as Sale Spurs 25% Drop

Petroleo Brasileiro SA lost its spot as the biggest company in Latin America by market value to Vale SA after concern a planned $25 billion equity offering will dilute investors spurred a slump in the oil producer.

Petrobras's market value fell 94 billion reais ($53.5 billion) to 253.1 billion reais this year as its preferred shares tumbled 27 percent. Vale's market worth increased 6.24 billion reais to 254.9 billion reais after the preferred stock advanced 4 percent in 2010. Vale exceeded Petrobras in market capitalization once before, for a week in September 2007. The Bovespa index has dropped 2.5 percent this year.

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Argentina Closes Clarin Internet Unit in 'Totalitarian' Attack on Company

Argentina's government shut down the Internet service provided by Grupo Clarin SA's Fibertel unit, saying the company's merger with Cablevision SA was illegal.

The move is the latest in a fight between Clarin and President Cristina Fernandez de Kirchner, which says Argentina's biggest media company is biased in its coverage of the government. The media company also owns the newspaper Clarin, the most-read Spanish-language daily in Latin America.

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New Silk Road Built by China Connects Asia to Latin America

The high-speed rail link China Railway Construction Corp. is building in Saudi Arabia doesn't just connect the holy cities of Mecca and Medina. It shows how Asia, the Middle East, Africa and Latin America are holding the world economy together.

Ties between emerging markets form what economists at HSBC Holdings Plc and Royal Bank of Scotland Group Plc call the "new Silk Road" -- a $2.8-trillion version of the Asian-focused network of trade routes along which commerce prospered starting in about the second century.

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July 2010

Brazil to invest $3B on airports for 2014 WCUP

BRASILIA, Brazil (AP) — The Brazilian government approved on Monday nearly $3 billion in funding to renovate and expand its airports ahead of the 2014 World Cup.

The government also guaranteed investments of about $400 million in its ports, hoping to make sure the country is ready to host soccer's biggest tournament.

Authorities signed a document Monday securing the investments and creating a timetable for work related to transportation and stadium construction, two of the areas receiving most of the criticism from FIFA because of delays.

Government officials had also expressed concerns with the country's preparations, but Brazil president Luiz Inacio Lula da Silva said everything will be ready on time.

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June 2010

2004 B-School Profiles and Ranking

BusinessWeek's expanded full-time MBA profiles introduce you to more than 280 MBA programs around the world. On this page, explore the programs grouped by geographic regions. Where applicable, a school's 2004 Full-Time MBA ranking is to the left of its name.

Use the MBA search tool to find the programs that fit your needs. And if you're an MBA Insider subscriber, compare programs and create your own B-school comparison tables too.

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Marketing to Latin America? Think Brazil

Thinking about marketing in Latin America?

Try Brazil, the 12th-largest economy in the world, the largest in Latin America and the world's fifth-most populous country with 182 million people.

That was the message from Daniel Rutenberg, director of marketing for the International Airline Passengers Association in Plano, TX, who spoke yesterday at the Direct Marketing Association's International Day 2006 at The Harvard Club.

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April 2010

Mobile Subscriber Numbers Hit 4.7bn

The global mobile market grew by almost 200 million subscriber connections in the fourth quarter of 2010 to reach 4.7 billion by year-end, according to the latest Wireless Intelligence report, 'Quarterly World Review: Q4 2009'.Asia-Pacific remained the world's largest region, accounting for over 45% (2.1 billion) of global mobile connections, mainly due to strong growth in India and China. The Asia-Pacific region accounted for 62% of the net new connections added in the quarter.

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donovan@cmocouncil.org

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