Revista ESPM - maio/junho - 2014

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I am very impressed with this new book on the history and future of Brazilian marketing by
Professor Francisco Gracioso who is a marketing legend in Brazil. I had the opportunity
to speak twice at ESPM – Escola Superior de Propaganda e Marketing – and I enjoyed
meeting the faculty and the students. I was proud to hear that the school’s auditorium
bears my name. • This excellent book accounts the history of Brazilian marketing
from 1950 to today. Professor Gracioso goes fur ther to show how the marketing
concept evolved in the world as well as in Brazil. This book not only covers the usual
main marketing topics such as promotion, sales, distribution, retailing, packaging, and
marketing research but also includes chapters normally missing in marketing books
such as agribusiness marketing, spor t marketing, fashion marketing, and financial
services marketing. • In many ways, marketing is the same around the world and in
many ways it has to be different. Each country’s demographics, economy, business
practices, social and cultural system, and politics have their effects on the conduct
of marketing activity. This book presents a rich account of how Brazilian marketing
practices are related to these larger forces. • This book should be essential reading
by Brazilian managers, marketers and students. They will more fully appreciate the
issues facing Brazilian companies in competing and winning the goodwill and loyalty
of Brazilian consumers and professional buyers. • I would advise any multinational
planning to introduce its good or services into the Brazilian market to read this book
carefully. It will help that multinational do a much better job of aligning its offerings and
marketing to the realities of the Brazilian marketplace.
Philip Kotler
S. C. Johnson & Son Distinguished Professor of International Marketing
Kellogg School of Management, Northwestern University
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