Emilio Morales is the former Director of Marketing for CIMEX, S.A., the largest Cuban company in the retail and wholesale business. Born, raised, and educated in Cuba, he worked there until 2006 before moving to Miami. He holds a B.S. in Computer Science, a Masters in Marketing, and an MBA. Joseph L. Scarpaci is Associate Professor at West Liberty University, and former Professor of Urban Affairs and Planning (1989-2003) in the School of Public and International Affairs at Virginia Tech.

"The greatest strengths of this volume are the authors' first-hand knowledge of Cuban culture, society, and economy" -Sarah A. Blue, Department of Geography, Texas State University, San Marcos, TX. The AAG Review

• 1. Advertising without Marketing: Brand Preference and Consumer Choice in Cuba 2. A History of Cuban Retailing, 1902-2011 3. Cuban Consumers and Brand Awareness 4. Iconic Brand Potential among Leading Cuban Products 5. Franchising as a Brand-Globalizing Process: The Case of Casa de los Habanos 6. Brand Development without Mass Communication Media 7. Remittances & Brands: Survival & Consumption in the New Millennium 8. Conclusions Glossary Bibliography Index

Emilio Morales is the former Director of Marketing for CIMEX, S.A., the largest Cuban company in the retail and wholesale business. Born, raised, and educated in Cuba, he worked there until 2006 before moving to Miami. He holds a B.S. in Computer Science, a Masters in Marketing, and an MBA. Joseph L. Scarpaci is Associate Professor at West Liberty University, and former Professor of Urban Affairs and Planning (1989-2003) in the School of Public and International Affairs at Virginia Tech.

"The greatest strengths of this volume are the authors' first-hand knowledge of Cuban culture, society, and economy" -Sarah A. Blue, Department of Geography, Texas State University, San Marcos, TX. The AAG Review

• 1. Advertising without Marketing: Brand Preference and Consumer Choice in Cuba 2. A History of Cuban Retailing, 1902-2011 3. Cuban Consumers and Brand Awareness 4. Iconic Brand Potential among Leading Cuban Products 5. Franchising as a Brand-Globalizing Process: The Case of Casa de los Habanos 6. Brand Development without Mass Communication Media 7. Remittances & Brands: Survival & Consumption in the New Millennium 8. Conclusions Glossary Bibliography Index

Emilio Morales is the former Director of Marketing for CIMEX, S.A., the largest Cuban company in the retail and wholesale business. Born, raised, and educated in Cuba, he worked there until 2006 before moving to Miami. He holds a B.S. in Computer Science, a Masters in Marketing, and an MBA. Joseph L. Scarpaci is Associate Professor at West Liberty University, and former Professor of Urban Affairs and Planning (1989-2003) in the School of Public and International Affairs at Virginia Tech.

"The greatest strengths of this volume are the authors' first-hand knowledge of Cuban culture, society, and economy" -Sarah A. Blue, Department of Geography, Texas State University, San Marcos, TX. The AAG Review

• 1. Advertising without Marketing: Brand Preference and Consumer Choice in Cuba 2. A History of Cuban Retailing, 1902-2011 3. Cuban Consumers and Brand Awareness 4. Iconic Brand Potential among Leading Cuban Products 5. Franchising as a Brand-Globalizing Process: The Case of Casa de los Habanos 6. Brand Development without Mass Communication Media 7. Remittances & Brands: Survival & Consumption in the New Millennium 8. Conclusions Glossary Bibliography Index