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 from the José Antonio Echevarría Higher Polytechnic Institute in Havana, and a Masters in Marketing from the University of Havana. He also earned an MBA from the Higher School of Marketing in Madrid, Spain.
As a high-ranking professional in Cuba, he worked for more than 10 years in marketing research, and authored or co-authored more than 50 different government marketing studies of products and services in the health-care field, tourism, cell phones, retailing, medical equipment, tourism, and investment strategies. He provided technical service for the Cuban government in a variety of binational projects in South Africa, Argentina and Canada.
Much of the expertise in this book stems from his employment from 2000 to 2006 with CIMEX. The company’s 35 departments generate over $1 billion U.S. per year. They include the largest state-run department store (Tiendas Panamericanas), the largest fast-food chain (El Rápido), the largest chain of gasoline stations (CIMEX-CUPET), a travel agency (Havanatur), among other state-owned brands. Also he was the consultant-advisor for different joint ventures such as: Habanos S.A, Havana Club International (HCI.SA), Cubanacan S.A, Palmares S.A, CORACAN S.A, CUBANACAN TURISMO Y SALUD S.A, Tecnoazucar S.A, TIENDAS UNIVERSO S.A, CUBACEL, etc. His insight into the workings of Cuban businesses is unique.
“One of the most notable books that I know of regarding the Cuban economic reality. Reading it one discovers that all the elements exist on the island to give it a jump-start to prosperity and economic development …” Carlos Alberto Montaner, writer and international journalist
“This book not only allows provides a true and diaphanous explanation of the economic metamorphosis of communist Cuba but also considers themes that are vital to marketing research within this context. The reader will see the untangling of the building blocks while passing through the pages of this work.” Jorge Salazar Carillo, Ph.D., economist
“The book is of value for businesses, investors and economists interested in deepening their detailed knowledge about the behavior of the Cuban economy; it shows that there is a deepening organic process of the market economy with hybrid characteristics of both a formal and informal capitalism as the country gradually becomes a part of global economy firms and brand that penetrate its commercial fabric.” Manuel Orozco, Ph.D. Inter-American Dialogue
“…a fascinating and surprising book…no only didactic but also extremely practical…with a great variety of data and strategies, with really useful details for anyone who wants to understand the development of consumer markets in Cuba over the past three decades…” José R. de la Torre, Ph.D. Florida International University.
In 1993, in order to stop an economic freefall on the island of Cuba, Fidel Castro’s government reluctantly instituted a series of reforms to compensate for the demise of foreign aid from Moscow. These policies ushered in a broad spectrum of national and international consumer products and services previously unknown to islanders. In a few short years, Cubans were seeing foreign brands among consumer durables and a broad array of logos brought in by tourists. Today, nearly two decades into these limited market reforms, no systematic research has explored consumer brand awareness among 11 millions Cubans living just 90 miles from the United States. The paucity of academic research stems from the challenges of conducting public/consumer opinion, and official state policy contends that consumer wants and needs are satisfied by either a series of generic and Cuban-made brands, or by independent entrepreneurs who provide brandless products and services.
Marketing without Advertising analyzes the role, narratives, and behaviour of consumption in Cuba since 1959. It documents how consumer behaviour has changed since the pre-revolutionary period, with special focus on the early 1990s. The book documents the shift from moral-based rewards in the early years of the Revolution, to the rise of material-based incentives. Cubans have long been exposed to foreign mass media in the form of movies, music videos, cable television shows. Although the Internet is highly regulated, the Cuban Diaspora in exile brings back clothing, personal care products, electronic goods, and magazines that increase the awareness of brand logos, jingles, products, and services. These and related findings from the authors' primary research are ripe with marketing implications such as substitution effects, price elasticity, latent demand for certain products and services, and consumer behaviour.