Hispanic Marketing

Hispanic Marketing
Author: Felipe Korzenny
Publisher: Taylor & Francis
Total Pages: 507
Release: 2017-06-14
Genre: Business & Economics
ISBN: 1317422309

Hispanic Marketing: The Power of the New Latino Consumer focuses 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.

Hispanic Marketing

Hispanic Marketing
Author: Felipe Korzenny
Publisher: Routledge
Total Pages: 351
Release: 2005
Genre: Business & Economics
ISBN: 0750679034

This book is about strategic thinking in Hispanic marketing. The size and economic importance of the Hispanic market in the US are attracting enormous attention. The buying power of the US Hispanic market is now larger than the GDP of the entire country of Mexico, and it is the second largest Hispanic market in the world. Businesses and institutions have launched major initiatives to reach this important segment. Yet, the number of qualified individuals who understand the market is small; and many of those already catering to the market still struggle to learn about its intricacies. This book is a cultural approach to Hispanic marketing. Each of the chapters describes and explains the cultural principles of Latino marketing. Recent case studies help marketers relate to the material pragmatically. The book integrates concepts and practical examples and provides critical guidance to discern between alternative courses of action. This book is not about repeating well-known statistics, but about the Hispanic market as a cultural target. It takes a profound look at the values, beliefs, and emotions of US Hispanics, which impact consumer behaviour. Each of the chapters has been the subject of public presentations and lectures to marketing professionals. It is their positive reactions as well as the authors¿ dedication to Hispanic consumers which motivated this book. Chapter 1: The Role of Culture in Cross-Cultural Marketing Chapter 2: Characteristics of the Hispanic Market Chapter 3: What Makes Hispanics ¿Hispanic¿ Chapter 4: The Role of Language in Hispanic Marketing Chapter 5: The Processes of Enculturation, Acculturation, and Assimilation Chapter 6 Cultural Dimensions and Archetypes Chapter 7: Culturally Informed Strategy Based on Grounded Research Chapter 8: US. Hispanic Media Environment and Strategy Chapter 9: The Evolution of Hispanic Marketing Chapter 10: The Future

Marketing to American Latinos

Marketing to American Latinos
Author: M. Isabel Valdés
Publisher: Paramount Market Publishing
Total Pages: 380
Release: 2000
Genre: Business & Economics
ISBN: 9780967143927

CD-ROM contains: Photographs -- Charts -- Tables -- Television advertisements.

Latinos, Inc.

Latinos, Inc.
Author: Arlene Dávila
Publisher: Univ of California Press
Total Pages: 331
Release: 2012-09-01
Genre: History
ISBN: 0520953592

Both Hollywood and corporate America are taking note of the marketing power of the growing Latino population in the United States. And as salsa takes over both the dance floor and the condiment shelf, the influence of Latin culture is gaining momentum in American society as a whole. Yet the increasing visibility of Latinos in mainstream culture has not been accompanied by a similar level of economic parity or political enfranchisement. In this important, original, and entertaining book, Arlene Dávila provides a critical examination of the Hispanic marketing industry and of its role in the making and marketing of U.S. Latinos. Dávila finds that Latinos' increased popularity in the marketplace is simultaneously accompanied by their growing exotification and invisibility. She scrutinizes the complex interests that are involved in the public representation of Latinos as a generic and culturally distinct people and questions the homogeneity of the different Latino subnationalities that supposedly comprise the same people and group of consumers. In a fascinating discussion of how populations have become reconfigured as market segments, she shows that the market and marketing discourse become important terrains where Latinos debate their social identities and public standing.

Latino Link

Latino Link
Author: Joe Kutchera
Publisher:
Total Pages: 0
Release: 2011
Genre: Hispanic American consumers
ISBN: 9780981986982

An amazing convergence is happening in marketing today: the growth of the U. S. Hispanic population and the growth of digital media. Hispanics increasingly use the internet to keep in touch with family and friends, anywhere in the world. They search for product information. They compare prices, print coupons, and shop online.Joe Kutchera outlines the issues that your company needs to understand in order to successfully cater to Hispanic consumers online, including shopping behavior, social networks, translation, localization, and emerging mobile platforms. In addition, the author illustrates how marketers can grow their businesses virtually to reach Spanish-speakers in Latin America.Case studies in the book detail the experiences of Best Buy, Amereican Family Insurance, H&R Block, Ford Motor Company, Lexicon Marketing, and Monster.

¡Bienvenidos! ¡Welcome!

¡Bienvenidos! ¡Welcome!
Author: Susannah Mississippi Byrd
Publisher: American Library Association
Total Pages: 132
Release: 2005-05-02
Genre: Language Arts & Disciplines
ISBN: 9780838909027

Presents a guide to the ideas, resources, and strategies for increasing library service to Latino populations.

Latino Boom!

Latino Boom!
Author: Chiqui Cartagena
Publisher:
Total Pages: 264
Release: 2005
Genre: Business & Economics
ISBN:

A guide to succeeding in the Hispanic market that offers business owners tips for appealing to the three dominant Latino groups, influencing Hispanic teens, choosing the right market location, and more.

Transcultural Marketing

Transcultural Marketing
Author: Marye Tharp
Publisher: Routledge
Total Pages: 403
Release: 2014-12-17
Genre: Business & Economics
ISBN: 1317507495

Because American consumers transmigrate between social identities in expressing their values and affiliations, marketers must apply transcultural marketing methods and offer a cultural values proposition to build long-term customer relationships. This unique book weaves these topics into profiles of 9 influential American subcultures currently shaping their members marketplace choices.

Happy for No Reason

Happy for No Reason
Author: Marci Shimoff
Publisher: Simon and Schuster
Total Pages: 339
Release: 2009-03-03
Genre: Religion
ISBN: 1416547738

Everyone wants to be happy--yet so many people are unhappy today. What are they doing wrong? Clearly, a new approach is needed. Self-help guru Shimoff presents three new ideas and a practical program to change the way readers look at creating happiness in their lives: 1. Happiness is not an emotion, a spike of elation or euphoria, but a lasting, neuro-physiological state of peace and well-being. 2. True happiness is not based on what people do or have--it doesn't depend on external reasons or circumstances. 3. Research indicates that everyone has a happiness set-point. No matter what happens to a person, they will tend to return to a set range of happiness. This book shows how you can actually reprogram your set-point to a higher level.--From publisher description.