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.
Table of Contents
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
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.