3rd Edition
Hispanic Marketing The Power of the New Latino Consumer
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
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
Biography
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.
Hispanic Marketing breaks new ground by introducing a perspective that places marketing to Hispanics within the frame of culture. Indeed, the careful balance of this novel theory with case studies produces a thoughtful and penetrating read. For anyone interested in marketing to Hispanics, this book is a must read.
Jorge Reina Schement, Vice Chancellor and Professor, Diversity and Inclusion, Rutgers University, USA.
The third edition of Hispanic Marketing by Korzenny, Korzenny and Chapa is a welcome addition to anyone teaching, researching, or desiring to learn more about America's fastest growing demographic group. Based on the latest research and full of interesting case studies and insights from professionals, Hispanic Marketing is a "must read" and makes an immediate contribution to marketing literature.
Alan Albarran, Professor of Media Arts, University of North Texas, USA.
US Latinos cannot be summed up in a few oversimplified soundbites nor are their cultural complexities a barrier for marketers who truly want innovation fueled by insights. The Korzenny’s have always struck the right balance in their decades long analysis of this vital consumer segment. Their most recent work is not only rich with specifics, but it provides a contextual framework as a foundation for understanding Latinos of today and envisioning those of tomorrow.
Rochelle Newman-Carrasco, EVP Hispanic Strategy, Walton Isaacson, USA.