Hispanic Marketing

Author : Felipe Korzenny,Sindy Chapa,Betty Ann Korzenny
Publisher : Taylor & Francis
Page : 480 pages
File Size : 51,6 Mb
Release : 2017-06-14
Category : Business & Economics
ISBN : 9781317422303

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Hispanic Marketing by Felipe Korzenny,Sindy Chapa,Betty Ann Korzenny Pdf

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 examples Replete 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.

Author : Felipe Korzenny,Betty Ann Korzenny
Publisher : Routledge
Page : 350 pages
File Size : 49,8 Mb
Release : 2012-06-25
Category : Business & Economics
ISBN : 9781136398711

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Hispanic Marketing by Felipe Korzenny,Betty Ann Korzenny Pdf

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

Author : Juan Faura
Publisher : Paramount Market Publishing
Page : 150 pages
File Size : 48,6 Mb
Release : 2006
Category : Business & Economics
ISBN : 0976697343

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Hispanic Marketing Grows Up by Juan Faura Pdf

Juan Faura, the author of PMP's bestselling The Whole Enchilada: Hispanic Marketing 101, presents a message that will be a wake-up call to all Hispanic-focused marketing and advertising agencies. Based on insights gathered from interviews with Hispanics from many different walks of life, in cities large and small, Hispanic Marketing Grows Up:-Explores 30 perceptions and realities that affect how you market to Hispanics.-Explains when and when not to use Spanglish in advertising.-Identifies 10 future trends that will affect the Hispanic consumer market.Faura's conversational style makes this a quick read--one loaded with insights, taken straight from Hispanic consumers' mouths to you.

Author : Felipe Korzenny,Betty Ann Korzenny
Publisher : Routledge
Page : 351 pages
File Size : 48,6 Mb
Release : 2012-06-25
Category : Business & Economics
ISBN : 9781136398704

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Hispanic Marketing by Felipe Korzenny,Betty Ann Korzenny Pdf

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

Author : Elena del Valle
Publisher : Unknown
Page : 468 pages
File Size : 42,9 Mb
Release : 2005
Category : Business & Economics
ISBN : UOM:39015064911210

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Hispanic Marketing & Public Relations by Elena del Valle Pdf

Author : M. Isabel Valdés
Publisher : Paramount Market Publishing
Page : 380 pages
File Size : 42,8 Mb
Release : 2000
Category : Business & Economics
ISBN : 0967143926

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Marketing to American Latinos by M. Isabel Valdés Pdf

CD-ROM contains: Photographs -- Charts -- Tables -- Television advertisements.

Author : Francisco Valle,Judy M. Mandel
Publisher : iUniverse
Page : 114 pages
File Size : 42,5 Mb
Release : 2003-10
Category : Business & Economics
ISBN : 9780595287291

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How to Win the Hispanic Gold Rushtm by Francisco Valle,Judy M. Mandel Pdf

The California Gold Rush of the 1850's produced great financial rewards for those visionaries who anticipated the needs of a promising market. We are currently at the beginning of another great business phenomenon: The Hispanic Gold RushT of the 21st century. Organizations have made the penetration of the Hispanic market a key component of their strategic growth plans, and are certainly trying to do all the "right things" to leverage the potential that the Hispanic market offers. However, in spite of their massive investments of effort and resources, many organizations have experienced only limited success. How to Win The Hispanic Gold RushT explains how to succeed in marketing to Hispanics, presents key demographic data and cultural factors about the Hispanic population, and provides practical tools to help organizations better direct their resources. In addition, it describes four steps that can be implemented to significantly increase the penetration of this important ethnic market. To learn more about this book please, visit: www.HispanicGoldRush.com

Author : Arlene Dávila
Publisher : Univ of California Press
Page : 331 pages
File Size : 45,6 Mb
Release : 2012-09-01
Category : History
ISBN : 9780520953598

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Latinos, Inc. by Arlene Dávila Pdf

Both Hollywood and corporate America are taking note of the marketing power of the growing Latino population in the United States. And as salsa takes over both the dance floor and the condiment shelf, the influence of Latin culture is gaining momentum in American society as a whole. Yet the increasing visibility of Latinos in mainstream culture has not been accompanied by a similar level of economic parity or political enfranchisement. In this important, original, and entertaining book, Arlene Dávila provides a critical examination of the Hispanic marketing industry and of its role in the making and marketing of U.S. Latinos. Dávila finds that Latinos' increased popularity in the marketplace is simultaneously accompanied by their growing exotification and invisibility. She scrutinizes the complex interests that are involved in the public representation of Latinos as a generic and culturally distinct people and questions the homogeneity of the different Latino subnationalities that supposedly comprise the same people and group of consumers. In a fascinating discussion of how populations have become reconfigured as market segments, she shows that the market and marketing discourse become important terrains where Latinos debate their social identities and public standing.

Author : Juan Faura
Publisher : Paramount Market Publishing
Page : 168 pages
File Size : 40,8 Mb
Release : 2004
Category : Business & Economics
ISBN : 0972529055

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The Whole Enchilada by Juan Faura Pdf

The Whole Enchilda,: Hispanic Marketing 101 is a practical guide to selling to Hispanics in the U.S. Using his many years in research and advertising, Juan Faura talks straight about your Hispanic customers, from a Hispanic point of view.

Author : Isaac Mizrahi
Publisher : Taylor & Francis
Page : 241 pages
File Size : 45,7 Mb
Release : 2023-05-03
Category : Business & Economics
ISBN : 9781000868630

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Hispanic Market Power by Isaac Mizrahi Pdf

The U.S. Hispanic segment represents the most prominent demographic growth in the country, and a huge and untapped business opportunity for companies willing to move away from preconceived notions and market effectively to Hispanic customers. This book shows you how. Now more than ever, corporations operating in the US should see the Hispanic population at the core of their existing and future strategies, but many leaders believe Hispanic marketing is the same marketing you run for Anglos but translated into Spanish, or that all Hispanics are undocumented immigrants with no purchasing power, or that using Mariachis in their communications is the way to connect with this diverse segment. It’s time for a modern approach, and in this book, Isaac Mizrahi, one of the country’s leading voices in multicultural marketing, uses his unique experience as a corporate executive, agency CEO, and industry leader to help businesses grow by leveraging the booming Hispanic consumer segment to drive sales. Filled with straightforward talk, illustrative case studies, and pragmatic suggestions and recommendations, this book counterbalances academic books on the topic with little connection to day-to-day reality and other books with a more political standpoint. This is a business book created by a marketer for other marketers and business leaders looking to succeed in the U.S.

Author : Elsevier Science & Technology
Publisher : Academic Press
Page : 200 pages
File Size : 41,8 Mb
Release : 2005-10
Category : Electronic
ISBN : 0120884976

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Hispanic Marketing by Elsevier Science & Technology Pdf

Author : Anonim
Publisher : Unknown
Page : 78 pages
File Size : 52,8 Mb
Release : 1997
Category : Marketing
ISBN : UTEXAS:059173003985355

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Multicultural Marketing News by Anonim Pdf

Author : M. Isabel Valdés
Publisher : Unknown
Page : 192 pages
File Size : 55,5 Mb
Release : 2001-10-01
Category : Business & Economics
ISBN : 0967143977

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Marketing to American Latinos by M. Isabel Valdés Pdf

Author : Felipe Korzenny,Betty Ann Korzenny
Publisher : Butterworth-Heinemann
Page : 386 pages
File Size : 49,6 Mb
Release : 2012
Category : Business & Economics
ISBN : 1856177947

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Hispanic Marketing by Felipe Korzenny,Betty Ann Korzenny Pdf

"Hispanic Marketing: Connecting with the New Latino Consumer is about using cultural insights to connect with Latino consumers. It's about using cultural insights to connect with Latino consumers. It's about marketing strategies that tap into the passion of Hispanic consumers so that marketers and service providers can establish the deep connections they need for a successful campaign. This book provides an understanding of the Latino consumer that goes beyond simplistic recipes ... This edition reflects and responds to the many changes to the Latino market since the first edition. It considers the way in which changes in cultural identity, immigration, economics, and market synergies need to be addressed in a new relationship with Hispanic consumers."--Back cover.

Author : Jose Cancela,Carlos Harrison
Publisher : HarperCollins e-books
Page : 227 pages
File Size : 41,8 Mb
Release : 2009-10-13
Category : Business & Economics
ISBN : 9780061749728

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The Power of Business en Espanol by Jose Cancela,Carlos Harrison Pdf

Este libro da a los lectores las claves simples para entender a la gente, el mercado y la cultura, de cómo hacer frente a muchos dialiects de españoles, a aprender, donde este consumidor español dominante realmente vive y gasta el dinero.