Selling Latin America: A Problem in International Salesmanship.: What to Sell and How to Sell It

"Selling Latin America: A Problem in International Salesmanship" by William E. Aughinbaugh is a detailed guide on international trade, specifically focusing on the sales potential in Latin America, written in the early 20th century. The book is particularly timely, as it highlights the opportunities arising for American businesses during the post-World War I landscape when European markets were disrupted. Aughinbaugh offers insights into the unique characteristics, demands, and potentials of various Latin American countries, with an emphasis on practical advice for navigating foreign trade (such as cultural understanding and effective sales strategies). The opening of the book sets the stage for understanding the current commercial climate by reviewing historical contexts and previous trade relationships. It discusses how wartime dynamics have shifted business opportunities toward the United States, suggesting that with Europe preoccupied, American businesses have a favorable position to explore these untapped markets. The author begins to identify the rich resources, agricultural potential, and burgeoning consumer markets of Latin American nations that could foster mutually beneficial trade relationships underpinned by American manufacturing's capabilities. This foundational understanding positions readers to appreciate the book's forthcoming detailed analysis of specific countries and the unique trade dynamics in each region.