Felipe Korzenny, Betty Ann Korzenny

Hispanic Marketing (eBook, ePUB)

• Format: ePub

Produktbeschreibung

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 "e;Hispanic"e; 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

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 352
• Erscheinungstermin: 25. Juni 2012
• Englisch
• ISBN-13: 9781136398704
• Artikelnr.: 38261058

Autorenporträt

Felipe Korzenny is Professor Emeritus at Florida State University (FSU), USA. At FSU, he founded and directed the first Center for Hispanic Marketing Communication in the United States. He now consults with major corporations on marketing to US Hispanics. Sindy Chapa, Director of the Center for Hispanic Marketing Communication at FSU, USA, is a professor of courses related to Hispanic consumers, integrated marketing communication, and advertising. 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.

Inhaltsangabe

1. Cultural Marketing: A New Understanding 2. The Composition of the
Hispanic/Latino Market 3. The Latino Essence of "Hispanic" 4. Language
Considerations in Marketing to US Hispanics 5. Enculturation,
Acculturation, and Assimilation: A Bicultural Horizon 6. Latino Subjective
Culture: Insights for Brand Positioning 8. The Hispanic Marketing
Communication Industry in the US 10. The Power of the New Latino Consumer
and the Future of US Marketing