Hispanic marketing connecting with the new latino consumer /
Korzenny, Felipe.
Hispanic marketing connecting with the new latino consumer / [electronic book] : Felipe Korzenny, Betty Ann Korzenny. - 2nd ed. - Amsterdam ; Boston : Butterworth-Heinemann, c2012. - p. cm.
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 positioning -- Culturally informed research among Latinos -- The U.S. Hispanic marketing industry -- The digital world of U.S. Latinos -- Latino consumers and the future of U.S marketing.
Over 44 million Hispanics live in the U.S., representing a $932 billion economy and this Hispanic buying power exceeded that of African Americans in 2008. Corporations must recognize and incorporate Hispanic cultural values into their products, services, and communications. But what's the best method? What works? What doesn't? And more fundamentally, how can those corporations connect with today's Hispanic consumer? 'Hispanic Marketing' shows marketers how to best reach this widely misunderstood demographic, not by repeating well-known statistics, but through viewing the Hispanic market as a cultural target. The Korzennys take a profound look at the values, beliefs, and emotions of US Hispanics that impact consumer behavior and provide practical guidance on how to connect successfully with this group. 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. As Dr. Felipe Korzenny, the author, says "The US Hispanic marketing has reached an important stage of maturity. What marketers need the most now is an edge over competitors. Understanding cultural issues will allow marketers to more fundamentally connect with Hispanic consumers. This is a book about establishing a cultural connection with Hispanics to beat the competition." * Shows marketers how to better connect with the Spanish consumer, a $932 billion US market * Fully updated to include 2010 census data ensuring all references are up to date to aid today's marketer to target this lucrative segment * Brand new coverage of hispanics online, 2nd and 3rd generation hispanics and how social media such as MySpace and Facebook affect this market segment aids marketers in planning most effectively.
Electronic reproduction.
Amsterdam :
Elsevier Science & Technology,
2011.
Mode of access: World Wide Web.
System requirements: Web browser.
Title from title screen (viewed on May 10, 2011).
Access may be restricted to users at subscribing institutions.
1856177947 (electronic bk.) 9781856177948 (electronic bk.)
177399:173832 Elsevier Science & Technology http://www.sciencedirect.com
Hispanic American consumers.
Consumer behavior--United States.
Target marketing--United States.
Electronic books.
Hispanic marketing connecting with the new latino consumer / [electronic book] : Felipe Korzenny, Betty Ann Korzenny. - 2nd ed. - Amsterdam ; Boston : Butterworth-Heinemann, c2012. - p. cm.
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 positioning -- Culturally informed research among Latinos -- The U.S. Hispanic marketing industry -- The digital world of U.S. Latinos -- Latino consumers and the future of U.S marketing.
Over 44 million Hispanics live in the U.S., representing a $932 billion economy and this Hispanic buying power exceeded that of African Americans in 2008. Corporations must recognize and incorporate Hispanic cultural values into their products, services, and communications. But what's the best method? What works? What doesn't? And more fundamentally, how can those corporations connect with today's Hispanic consumer? 'Hispanic Marketing' shows marketers how to best reach this widely misunderstood demographic, not by repeating well-known statistics, but through viewing the Hispanic market as a cultural target. The Korzennys take a profound look at the values, beliefs, and emotions of US Hispanics that impact consumer behavior and provide practical guidance on how to connect successfully with this group. 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. As Dr. Felipe Korzenny, the author, says "The US Hispanic marketing has reached an important stage of maturity. What marketers need the most now is an edge over competitors. Understanding cultural issues will allow marketers to more fundamentally connect with Hispanic consumers. This is a book about establishing a cultural connection with Hispanics to beat the competition." * Shows marketers how to better connect with the Spanish consumer, a $932 billion US market * Fully updated to include 2010 census data ensuring all references are up to date to aid today's marketer to target this lucrative segment * Brand new coverage of hispanics online, 2nd and 3rd generation hispanics and how social media such as MySpace and Facebook affect this market segment aids marketers in planning most effectively.
Electronic reproduction.
Amsterdam :
Elsevier Science & Technology,
2011.
Mode of access: World Wide Web.
System requirements: Web browser.
Title from title screen (viewed on May 10, 2011).
Access may be restricted to users at subscribing institutions.
1856177947 (electronic bk.) 9781856177948 (electronic bk.)
177399:173832 Elsevier Science & Technology http://www.sciencedirect.com
Hispanic American consumers.
Consumer behavior--United States.
Target marketing--United States.
Electronic books.