Television Segmentation: How the American Model was Exported to Brazil (Paperback) (ISBN-13: 9781500213978)

In a career that spans two decades, the first realization is that no bio or resume can totally encompass Luiz' breadth of experiences. Brazilian-native, Luiz had a variety of professional experiences while studying Journalism in Brazil. He has worked in advertising agencies, worked as a reporter for Folha de S. Paulo (largest newspaper in the country) and Abril Publishing (largest publishing group in Latin America), served as public relations for large firms like Alcan Aluminun and others, and even produced institutional videos. His interest for the electronic media and new communication technologies brought him to Michigan in 1990 for a Master's degree in Telecommunication by Michigan State University (MSU). His Master's thesis was turned into a book on pay-TV that has become mandatory reading back in Brazil for Communications college students. He has returned many times to his country to offer lectures on various topics and also collaborate with the trade press. He continued his education by focusing on the International Marketing strategies of Telecom firms. He pursued a PhD degree at MSU that was mostly composed of MBA courses geared towards international marketing management.