DONT FORGET LATIN-AMERICA

THE INTRICACIES OF MARKETING PRODUCTS IN FOREIGN COUNTRIES ARE PERHAPS NOWHERE MORE APPARENT THAN IN LATIN AMERICA. FOR example, to manage in countries with hyperinflation, Procter & Gamble sometimes has had to raise its detergent prices as high as 30 percent every two weeks. But, as this article argues, the rewards can be great. The authors describe the changing economic and political conditions in Latin America that are making the region more attractive to foreign investors. They discuss how to decide which countries to enter and which products and services to offer, and they review the different approaches to participation, marketing, and organizational structure. Although Eastern Europe has garnered more attention, they argue, investors should not neglect Latin America.