Felipe Korzenny, Sindy Chapa, Betty Ann Korzenny

Hispanic Marketing (eBook, PDF)

The Power of the New Latino Consumer

• Format: PDF

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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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 506
• Erscheinungstermin: 14. Juni 2017
• Englisch
• ISBN-13: 9781317422303
• Artikelnr.: 48568815

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.

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