Hispanic Marketing
- ISBN-10
- 1136398643
- ISBN-13
- 9781136398643
- Series
- Hispanic Marketing
- Category
- Business & Economics
- Pages
- 386
- Language
- English
- Published
- 2011-07-15
- Publisher
- Routledge
- Authors
- Felipe Korzenny, Betty Ann Korzenny
Description
Hispanic Marketing: Connecting with the New Latino Consumer is about using cultural insights to connect with Latino consumers. It’s about marketing strategies that tap into the passion of Hispanic consumers so that marketers and service providers can establish the deep connections they need for a successful campaign. This book provides an understanding of the Latino consumer that goes beyond simplistic recipes. This highly revised and expanded edition comes on the heels of new US Census figures: Hispanics now account for 53% of the US population growth since 2000, soaring to over 16% of the total population. Corporations are now realizing that they must incorporate Hispanic cultural values into their products, services, and communications. This edition reflects and responds to the profound changes the Latino market has experienced since the first edition. It considers the way in which changes in cultural identity, immigration, economics, and market synergies need to be addressed in a new relationship with Hispanic consumers. Twenty-five new industry case studies illustrate the chapters. These case studies show how brands from diverse categories have developed a cultural understanding of their Latino target and created campaigns that established strong bonds.
Get the book
Other editions
Similar books
-
Hispanic Marketing: A Cultural Perspective
By Felipe Korzenny, Betty Ann KorzennyThe 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.
-
Hispanic Marketing Grows Up: Exploring Perceptions and Facing Realities
By Juan FauraJuan Faura, the author of PMP's bestselling The Whole Enchilada: Hispanic Marketing 101, presents a message that will be a wake-up call to all Hispanic-focused marketing and advertising agencies.
-
The Whole Enchilada: Hispanic Marketing 101
By Juan FauraThe Whole Enchilda,: Hispanic Marketing 101 is a practical guide to selling to Hispanics in the U.S. Using his many years in research and advertising, Juan Faura talks straight about your Hispanic customers, from a Hispanic point of view.
-
Latinos, Inc.: The Marketing and Making of a People
By Arlene DávilaIn 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.
-
Hispanic Marketing & Public Relations: Understanding and Targeting America's Largest Minority
By Elena del ValleThe new book provides information, case studies, charts, tables, graphs, market data and opinions based on the knowledge of nineteen U.S. Hispanic market experts. Proceeds will benefit the Hispanic Marketing...
-
Marketing to American Latinos: A Guide to the In-culture Approach
By M. Isabel ValdésCD-ROM contains: Photographs -- Charts -- Tables -- Television advertisements.
-
Hispanic Market Power: America’s Business Growth Engine
By Isaac MizrahiThis is a business book created by a marketer for other marketers and business leaders looking to succeed in the U.S.
-
Hispanic Marketing: Connecting with the New Latino Consumer
By Felipe Korzenny, Betty Ann KorzennyThis book provides an understanding of the Latino consumer that goes beyond simplistic recipes ... This edition reflects and responds to the many changes to the Latino market since the first edition.
-
The Power of Business en Espanol: 7 Fundamental Keys to Unlocking the Potential of the Spanish-Language Hispanic Market
By Carlos Harrison, Jose CancelaBroken down into seven easy chapters that include specific examples of real companies that have been successful (or unsuccessful) in their marketing techniques for this demographic, this handbook gives you the tools to build your business ...
-
How to Win the Hispanic Gold Rush: Critical Cultural, Demographic, Marketing, and Motivational Factors
By Francisco J. Valle, Judy M. MandelIn addition, it describes four steps that can be implemented to significantly increase the penetration of this important ethnic market. To learn more about this book please, visit: www.HispanicGoldRush.com