Hispanic marketing (Record no. 30355)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 03985nam a2200409Ka 4500 |
| 001 - CONTROL NUMBER | |
| control field | 7ocm22800238 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | IE-LiIT |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20201207102218.0 |
| 006 - FIXED-LENGTH DATA ELEMENTS--ADDITIONAL MATERIAL CHARACTERISTICS | |
| fixed length control field | m d |
| 007 - PHYSICAL DESCRIPTION FIXED FIELD--GENERAL INFORMATION | |
| fixed length control field | cr cn||||||||| |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 110512s2012 ne sb 001 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 1856177947 (electronic bk.) |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9781856177948 (electronic bk.) |
| 037 ## - SOURCE OF ACQUISITION | |
| Stock number | 177399:173832 |
| Source of stock number/acquisition | Elsevier Science & Technology |
| Note | http://www.sciencedirect.com |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | OPELS |
| Language of cataloging | eng |
| Transcribing agency | OPELS |
| 043 ## - GEOGRAPHIC AREA CODE | |
| Geographic area code | n-us--- |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Korzenny, Felipe. |
| 245 10 - TITLE STATEMENT | |
| Title | Hispanic marketing |
| Medium | [electronic book] : |
| Remainder of title | connecting with the new latino consumer / |
| Statement of responsibility, etc. | Felipe Korzenny, Betty Ann Korzenny. |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 2nd ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Place of publication, distribution, etc. | Amsterdam ; |
| -- | Boston : |
| Name of publisher, distributor, etc. | Butterworth-Heinemann, |
| Date of publication, distribution, etc. | c2012. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | p. cm. |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc. note | Includes bibliographical references and index. |
| 505 0# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | 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. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | 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. |
| 533 ## - REPRODUCTION NOTE | |
| Type of reproduction | Electronic reproduction. |
| Place of reproduction | Amsterdam : |
| Agency responsible for reproduction | Elsevier Science & Technology, |
| Date of reproduction | 2011. |
| Note about reproduction | 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. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Hispanic American consumers. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Consumer behavior |
| Geographic subdivision | United States. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Target marketing |
| Geographic subdivision | United States. |
| 655 #7 - INDEX TERM--GENRE/FORM | |
| Genre/form data or focus term | Electronic books. |
| Source of term | local |
| 700 1# - ADDED ENTRY--PERSONAL NAME | |
| Personal name | Korzenny, Betty Ann, |
| Dates associated with a name | 1933- |
| 710 2# - ADDED ENTRY--CORPORATE NAME | |
| Corporate name or jurisdiction name as entry element | ScienceDirect (Online service) |
| 9 (RLIN) | 20652 |
| 856 40 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="http://ezproxy.lit.ie/login?url=https://www.sciencedirect.com/science/book/9781856177948">http://ezproxy.lit.ie/login?url=https://www.sciencedirect.com/science/book/9781856177948</a> |
| Link text | ScienceDirect eBook |
| 902 ## - LOCAL DATA ELEMENT B, LDB (RLIN) | |
| a | 120815 |
| 907 ## - LOCAL DATA ELEMENT G, LDG (RLIN) | |
| a | .b11242930 |
| b | ebook |
| c | ebook |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Suppress in OPAC | 0 |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| 998 ## - LOCAL CONTROL INFORMATION (RLIN) | |
| Operator's initials, OID (RLIN) | 0 |
| Cataloger's initials, CIN (RLIN) | 110518 |
| First Date, FD (RLIN) | m |
| Local | @ |
| -- | - |
| -- | 0 |
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