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Hispanic Marketing true
By:Felipe Korzenny,Betty Ann Korzenny
Published on 2012-06-25 by Routledge


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

This Book was ranked at 9 by Google Books for keyword Hispanic.

Book ID of Hispanic Marketing's Books is EVMsBgAAQBAJ, Book which was written byFelipe Korzenny,Betty Ann Korzennyhave ETAG "RCvETEIgL4g"

Book which was published by Routledge since 2012-06-25 have ISBNs, ISBN 13 Code is 9781136398711 and ISBN 10 Code is 1136398716

Reading Mode in Text Status is false and Reading Mode in Image Status is true

Book which have "352 Pages" is Printed at BOOK under CategoryBusiness and Economics

Book was written in en

eBook Version Availability Status at PDF is true and in ePub is false

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