Marketing To American Latinos

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Marketing to American Latinos

Author : M. Isabel Valdés
Publisher : Paramount Market Publishing
Page : 380 pages
File Size : 42,6 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.

Hispanic Marketing

Author : Felipe Korzenny,Betty Ann Korzenny
Publisher : Routledge
Page : 353 pages
File Size : 43,5 Mb
Release : 2011-07-15
Category : Business & Economics
ISBN : 9781136398636

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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 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 highly revised and expanded edition comes on the heels of new US Census figures: Hispanics now account for 53% of the US population growth since 2000, soaring to over 16% of the total population. Corporations are now realizing that they must incorporate Hispanic cultural values into their products, services, and communications. This edition reflects and responds to the profound changes the Latino market has experienced 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. Twenty-five new industry case studies illustrate the chapters. These case studies show how brands from diverse categories have developed a cultural understanding of their Latino target and created campaigns that established strong bonds.

Hispanic Marketing

Author : Felipe Korzenny,Betty Ann Korzenny
Publisher : Routledge
Page : 350 pages
File Size : 42,9 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

Hispanic Marketing

Author : Felipe Korzenny,Sindy Chapa,Betty Ann Korzenny
Publisher : Taylor & Francis
Page : 480 pages
File Size : 43,6 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.

Latinos, Inc.

Author : Arlene Dávila
Publisher : Univ of California Press
Page : 331 pages
File Size : 50,6 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.

Marketing to American Latinos

Author : M. Isabel Valdés
Publisher : Unknown
Page : 192 pages
File Size : 43,5 Mb
Release : 2001-10-01
Category : Business & Economics
ISBN : 0967143977

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Marketing to American Latinos by M. Isabel Valdés Pdf

Hispanic Marketing

Author : Felipe Korzenny,Betty Ann Korzenny
Publisher : Routledge
Page : 351 pages
File Size : 41,6 Mb
Release : 2005
Category : Business & Economics
ISBN : 9780750679039

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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

Hispanic Marketing & Public Relations

Author : Elena del Valle
Publisher : Unknown
Page : 468 pages
File Size : 50,6 Mb
Release : 2005
Category : Business & Economics
ISBN : UOM:39015064911210

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Hispanic Marketing & Public Relations by Elena del Valle Pdf

Hispanic Marketing

Author : Felipe Korzenny,Sindy Chapa,Betty Ann Korzenny
Publisher : Routledge
Page : 521 pages
File Size : 46,9 Mb
Release : 2017-06-14
Category : Business & Economics
ISBN : 9781317422297

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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.

Marketing to Hispanics

Author : Terry Soto
Publisher : Kaplan Publishing
Page : 282 pages
File Size : 47,9 Mb
Release : 2006-03
Category : Business & Economics
ISBN : STANFORD:36105114571354

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Marketing to Hispanics by Terry Soto Pdf

In this invaluable handbook, a multicultural consulting guru shows business and marketing professionals how to take a disciplined, strategic approach to the Hispanic market.

Latinos, Inc

Author : Arlene M. Dávila
Publisher : Unknown
Page : 128 pages
File Size : 45,7 Mb
Release : 2006
Category : Hispanic American consumers
ISBN : OCLC:1011714931

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Latinos, Inc by Arlene M. Dávila Pdf

Hispanic Marketing Grows Up

Author : Juan Faura
Publisher : Paramount Market Publishing
Page : 150 pages
File Size : 50,6 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.

Hispanic Market Power

Author : Isaac Mizrahi
Publisher : Taylor & Francis
Page : 241 pages
File Size : 53,8 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.

Multicultural Marketing

Author : Alfred L. Schreiber,Barry Lenson
Publisher : McGraw-Hill Companies
Page : 0 pages
File Size : 54,9 Mb
Release : 2001
Category : Market segmentation
ISBN : 0844226017

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Multicultural Marketing by Alfred L. Schreiber,Barry Lenson Pdf

Consider These Facts Today, ethnic Americans--African-Americans, Asian-Pacific-Americans, and Hispanic-Americans--make up 25 percent of the U.S. population. By 2010 this figure will be 33 percent; by 2040, it will be 53 percent. Ethnic Americans are increasing in population seven times as fast as no

Wooing the Hispanic

Author : Olga L. Delgado
Publisher : Unknown
Page : 126 pages
File Size : 44,7 Mb
Release : 1995
Category : Advertising campaigns
ISBN : STANFORD:36105017366258

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Wooing the Hispanic by Olga L. Delgado Pdf