Hispanic Marketing Grows Up

2006 Business & Economics

Author : Juan Faura
Release : 2006
Genre : Business & Economics
Kind : eBook
Book Rating : 343/5 ( reviews)

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Book Synopsis Hispanic Marketing Grows Up by : Juan Faura

Download or read book Hispanic Marketing Grows Up written by Juan Faura. This book was released on 2006. Available in PDF, EPUB and Kindle. Book excerpt: 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 Marketing

2012-06-25 Business & Economics

Author : Felipe Korzenny
Release : 2012-06-25
Genre : Business & Economics
Kind : eBook
Book Rating : 708/5 ( reviews)

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Book Synopsis Hispanic Marketing by : Felipe Korzenny

Download or read book Hispanic Marketing written by Felipe Korzenny. This book was released on 2012-06-25. Available in PDF, EPUB and Kindle. Book excerpt: 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

Marketing to American Latinos

2000 Business & Economics

Author : M. Isabel Valdés
Release : 2000
Genre : Business & Economics
Kind : eBook
Book Rating : 927/5 ( reviews)

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Book Synopsis Marketing to American Latinos by : M. Isabel Valdés

Download or read book Marketing to American Latinos written by M. Isabel Valdés. This book was released on 2000. Available in PDF, EPUB and Kindle. Book excerpt: CD-ROM contains: Photographs -- Charts -- Tables -- Television advertisements.

Latinos, Inc.

2012-09-01 History

Author : Arlene Dávila
Release : 2012-09-01
Genre : History
Kind : eBook
Book Rating : 592/5 ( reviews)

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Book Synopsis Latinos, Inc. by : Arlene Dávila

Download or read book Latinos, Inc. written by Arlene Dávila. This book was released on 2012-09-01. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Hispanic Marketing

2017-06-14 Business & Economics

Author : Felipe Korzenny
Release : 2017-06-14
Genre : Business & Economics
Kind : eBook
Book Rating : 309/5 ( reviews)

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Book Synopsis Hispanic Marketing by : Felipe Korzenny

Download or read book Hispanic Marketing written by Felipe Korzenny. This book was released on 2017-06-14. Available in PDF, EPUB and Kindle. Book excerpt: 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.

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