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Hispanic Marketing: The Power of the New Latino Consumer de Felipe Korzenny

Hispanic Marketing: The Power of the New Latino Consumer

Autor Felipe Korzenny, Sindy Chapa, Betty Ann Korzenny
en Limba Engleză Paperback – 20 iun 2017
Hispanic Marketing: The Power of the New Latino Consumerfocuses on using cultural insights to connect with Latino consumers. Now in its third edition, the book provides marketers with the skills necessary to perform useful Hispanic market analysis and thus develop effective integrated marketing communication strategies.
Brought to you by three leaders in the field of Hispanic Marketing, this third edition now includes:
  • twenty-seven new case studies which emphasize digital marketing applications
  • theories and discussions on recent changes to Hispanic culture and society
  • concepts of social identity, motivation, cognitive learning, acculturation, technology adaptation and the influence of word of mouth in relation to the Hispanic market
  • a brand new companion website for course instructors with PowerPoint slides, videos, testbank questions and assignment examples
Replete with marketing strategies that tap into the passion of Hispanic consumers, this book is the perfect companion for anyone specializing in Hispanic marketing who aims to build a meaningful connection between their brand and target markets.
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Specificații

ISBN-13: 9781138917798
ISBN-10: 1138917796
Pagini: 506
Ilustrații: 114
Dimensiuni: 156 x 234 x 33 mm
Greutate: 1.6 kg
Ediția:Revised
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom

Public țintă

Postgraduate

Cuprins

Table of Contents
CHAPTER 1 CULTURAL MARKETING: A NEW UNDERSTANDING
Chapter 2: THE COMPOSITION OF THE HISPANIC/LATINO MARKET
Chapter 3: THE LATINO ESSENCE OF "HISPANIC"
Chapter 4: LANGUAGE CONSIDERATIONS IN MARKETING TO US HISPANICS
Chapter 5: ENCULTURATION, ACCULTURATION, AND ASSIMILATION: A BICULTURAL HORIZON
Chapter 6: LATINO SUBJECTIVE CULTURE: INSIGHTS FOR BRAND POSITIONING
Chapter 7: CULTURALLY INFORMED RESEARCH AMONG LATINOS
Chapter 8: THE HISPANIC MARKETING COMMUNICATION INDUSTRY IN THE US
Chapter 9: THE DIGITAL WORLD OF US LATINOS
Chapter 10: THE POWER OF THE NEW LATINO CONSUMER AND THE FUTURE OF US MARKETING


Notă biografică

Dr. Felipe Korzenny is Professor Emeritus at Florida State University, USA. At FSU he founded and directed the first Center for Hispanic Marketing Communication in the US. He now consults with major corporations on marketing to US Hispanics.
Dr. Sindy Chapa, Director of the Center for Hispanic Marketing Communication at Florida State University, USA, is a professor of courses related to Hispanic consumers, integrated marketing communication, and advertising.
Dr. Betty Ann Korzenny’s international experience and passion for cultural understanding have shaped her personal and professional life. Her collaboration in writing this book is the result of her long commitment to culturally sensitive customer-oriented marketing.

Descriere

Hispanic Marketing focuses on using cultural insights to connect with Latino consumers.
Brought to you from the leaders in the field of Hispanic Marketing this third edition has been fully updated with the latest developments including:
  • 27 new case studies in this edition emphasize on the digital marketing applications for New Latino Consumer
  • Supported with a brand new Companion Website for course instructors with PowerPoint slides, video lectures and assignment examples.
This book is the perfect companion for students of marketing specializing in Hispanic marketing and allows marketing professionals to build a connection between their brand and target market.