Hispanic marketing : the power of the new Latino consumer / Dr. Felipe Korzenny, Dr. Betty Ann Korzenny and Dr. Sindy Chapa.
By: Korzenny, Felipe [author.]
.
Contributor(s): Korzenny, Betty Ann [author.] | Chapa, Sindy [author.].
Material type: 
BookPublisher: New York : Routledge, 2017Copyright date: ©2017Edition: Third Edition.Description: xxv, 480 pages : illustrations, maps ; 23 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 9781138917798 (paperback).Subject(s): Hispanic American consumers | Consumer behavior -- United States | Target marketing -- United StatesDDC classification: 658.8008968073 | Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| General Lending | MTU Bishopstown Library Lending | 658.8008968073 (Browse shelf(Opens below)) | 1 | Available | 00161996 |
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Enhanced descriptions from Syndetics:
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 examplesReplete 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.
Revised edition of Hispanic marketing, 2012.
Includes bibliographical references and index.
Cultural marketing : a new understanding -- The composition of the Hispanic/Latino market -- The Latino essence of Hispanic -- Language considerations in marketing to US Hispanics -- Enculturation, acculturation, and assimilation : a bicultural horizon -- Latino subjective culture : insights for brand positioning -- Culturally informed research among Latinos -- The hispanic marketing communication industry in the US -- The digital world of US Latinos -- The power of the new latino consumer and the future of US marketing.
Author notes provided by Syndetics
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.