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 “Hispanic”
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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The tools you need to enter and succeed in the Hispanic market.From the Back Cover:
A Cultural Perspective
Felipe Korzenny and Betty Ann Korzenny
"There is no more important segment of the American consumer marketplace of tomorrow than Hispanics, and there is no more important book to read about marketing to Hispanics than this one. Every page delivers an insight worth knowing."
- J. Walker Smith, Ph.D., President, Yankelovich Partners, Inc.
"This book is a must read for not just those engaged in ethnic marketing but for all marketing professionals. Hispanic Marketing provides true insight into the Hispanic market and compelling rationale for addressing Hispanic consumers as part of any organized approach to marketing in the U.S. overall. The Korzennys provide us with salient information, and more importantly, tools and an approach, to unlock the full potential of the Hispanic consumer.truly a breakthrough in enabling a comprehensive and meaningful understanding of this market."
- Michael Durance, Vice President & General Manager, Telecommunication Systems Division Communications Information Group, Toshiba America Information Systems, Inc.
"An in-depth understanding of the Hispanic community's cultural pillars and biases is the foundation for sound Hispanic marketing. The Korzennys book provides that, and more. It offers a rich and much needed perspective for anyone trying to target US Hispanics by making the crucial linkage between culture and marketing strategies."
- David Wellisch, Vice President and General Manager, AOL Latino
"During many years of working in Hispanic marketing I have never seen anything that so clearly describes and understands the complex dynamics of the New America.
The Korzennys have built over many years their reputation as the best multi-cultural minds of our business."
- Juan Carlos Olivar, Customer Marketing Manager, The Coca-Cola Company
Hispanic Marketing shows marketers how to best reach the widely misunderstood Hispanic demographic. Each chapter describes and explains the cultural principles of Hispanic 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 that impact consumer behavior. Each chapter has been the subject of public presentations and lectures to marketing professionals.
Felipe Korzenny, Ph.D., Professor and Founding Director of the Center for the Study of Hispanic Marketing Communication at Florida State University, and Cheskin Co-Founder.
Betty Ann Korzenny, Ph.D., is currently owner of Korzenny Consulting and instructor at Florida State University. She has held high-level management positions in major US corporations and has been a business owner and executive in leading US consulting and marketing research companies.
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Descrizione libro Routledge, 2011. Paperback. Condizione libro: New. book. Codice libro della libreria M0750679034
Descrizione libro Routledge, 2005. Paperback. Condizione libro: New. Codice libro della libreria DADAX0750679034
Descrizione libro Routledge, 2011. Paperback. Condizione libro: New. Never used!. Codice libro della libreria P110750679034
Descrizione libro Routledge. Condizione libro: Brand New. FREE domestic ground shipping. Fast priority express available. Tracking service included. Ships from USA (United States of America). Codice libro della libreria 0750679034