Betty Ann Korzenny, Felipe Korzenny, Sindy Chapa

Hispanic Marketing

The Evolution of the Latino Consumer

• Gebundenes Buch

Produktbeschreibung

This book focuses on using cultural insights to connect with Hispanic consumers. This fourth edition brings up to date the theories, concepts and practices that help readers understand Hispanic consumers and marketing communication campaigns across Hispanic segments, and includes new case studies and instructor materials.

Produktdetails

• Verlag: Taylor & Francis Ltd
• Seitenzahl: 428
• Erscheinungstermin: 30. September 2024
• Abmessung: 234mm x 156mm
• ISBN-13: 9781032137728
• ISBN-10: 103213772X
• Artikelnr.: 70151847

Autorenporträt

Felipe Korzenny is Professor Emeritus at Florida State University, USA. At FSU he founded and directed the first Center for Hispanic Marketing Communication in the US. He now consults with major corporations on marketing to US Hispanics. Sindy Chapa, Director of the Center for Hispanic Marketing Communication at Florida State University, USA, is a professor of courses related to Hispanic consumers, integrated marketing communication, and advertising. Betty Ann Korzenny's international experience and passion for cultural understanding have shaped her personal and professional life. Her collaboration in writing this book is the result of her long commitment to culturally sensitive customer-oriented marketing.

Inhaltsangabe

1. Cultural Marketing: A New Understanding 2. The Composition of the
Hispanic/Latino Market 3. The Latino Essence of "Hispanic" 4. Language
Considerations in Marketing to US Hispanics 5. Enculturation,
Acculturation, and Assimilation: A Bicultural Horizon 6. Latino Subjective
Culture: Insights for Brand Positioning 8. The Hispanic Marketing
Communication Industry in the US 10. The Power of the New Latino Consumer
and the Future of US Marketing