Hispanic Marketing - Korzenny, Felipe; Chapa, Sindy; Ann Korzenny, Betty
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Hispanic Marketing focuses on using cultural insights to connect with Latino consumers. Brought to you from the leaders in the field of Hispanic Marketing this third edition has been fully updated with the latest developments including: * 27 new case studies in this edition emphasize on the digital marketing applications for New Latino Consumer * Supported with a brand new Companion Website for course instructors with PowerPoint slides, video lectures and assignment examples. This book is the perfect companion for students of marketing specializing in Hispanic marketing and allows marketing…mehr

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Produktbeschreibung
Hispanic Marketing focuses on using cultural insights to connect with Latino consumers. Brought to you from the leaders in the field of Hispanic Marketing this third edition has been fully updated with the latest developments including: * 27 new case studies in this edition emphasize on the digital marketing applications for New Latino Consumer * Supported with a brand new Companion Website for course instructors with PowerPoint slides, video lectures and assignment examples. This book is the perfect companion for students of marketing specializing in Hispanic marketing and allows marketing professionals to build a connection between their brand and target market.
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Autorenporträt
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.