Author: Isaac Mizrahi
Publisher: Taylor & Francis
ISBN: 100086863X
Category : Business & Economics
Languages : en
Pages : 241
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Book Description
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: Felipe Korzenny
Publisher: Taylor & Francis
ISBN: 1317422309
Category : Business & Economics
Languages : en
Pages : 507
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Book Description
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
Publisher: Taylor & Francis
ISBN: 1040112188
Category : Business & Economics
Languages : en
Pages : 566
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Book Description
Hispanic Marketing: The Evolution of the Latino Consumer 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. Written by leaders in the field of Hispanic marketing, this book uses theories of culture, acculturation, and social identification, among others, to explain Hispanic consumer reactions to products and advertising. It explores cross-cultural values and issues associated with branding, language, and acculturation, and provides the consumer insights required to understand, plan for, and respond to differences between Hispanic and non-Hispanic markets and across segmentation. Each chapter includes real-life case studies and distills the key implications for marketers, to ensure students grasp the essential concepts. This fourth edition includes: the introduction of marketing theories that have developed through studies on new and current topics in Hispanic consumer behavior; new topics such as bilingualism, artificial intelligence, cause-related marketing, boycotting behavior, and influencer marketing; 28 all-new case studies; updated figures and tables, including examples of advertisements and conceptual models; and instructor material, including an instructor manual, slide pack, and a test bank. This is important reading for undergraduate and postgraduate students studying Hispanic marketing and consumer behaviour specifically, as well as those interested in cross-cultural consumer behaviour and multicultural marketing. Support materials for this book are available at www.routledge.com/9781032137742.
Author: Chiqui Cartagena
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 264
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Book Description
A guide to succeeding in the Hispanic market that offers business owners tips for appealing to the three dominant Latino groups, influencing Hispanic teens, choosing the right market location, and more.
Author: Luis V. Nuñez
Publisher: Nova Publishers
ISBN: 9781594540561
Category : Business & Economics
Languages : en
Pages : 82
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Book Description
On 8 September 2003 the Federal Communications Commission approved the merger of Univision Communications, Inc., the dominant Spanish language media company in the US (which owns the leading Spanish language broadcast television network, cable television network, television station group, music recording and publishing company, and Internet site) and Hispanic Broadcasting Corporation (HBC), the largest Spanish language radio operator in the US. The Commission explicitly rejected the argument that there is something unique about the needs of the Spanish speaking population in the US or about the financing, production, or distribution of Spanish language programming for US household, that requires a distinction to be made between Spanish language media outlet and other media outlets. The Hispanic community is the largest minority community in the US, but it is not linguistically homogeneous. Although most Hispanics speak English well, almost 8 million Hispanics speak English either 'not at all' or 'not well'. Survey data indicate that Latino household tend to watch television as a family, rather than as individuals; when family members have varying levels of English proficiency, the family is likely to watch Spanish language programming -- particularly for news -- to accommodate those with limited understanding of English. As a result, more than half of all bilingual (Spanish-English) Latino adults prefer to watch primarily Spanish-language news programming on television. This book provides detailed tables of demographic, viewing, and market information on the Spanish-speaking population as well as detailed analysis of public policy issues.
Author: Felipe Korzenny
Publisher: Routledge
ISBN: 1136398716
Category : Business & Economics
Languages : en
Pages : 350
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Book Description
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: Rajagopal
Publisher: Vikas Publishing House
ISBN: 8125918566
Category :
Languages : en
Pages : 533
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Book Description
The Book Caters To Undergraduate And Graduate Students In Management Schools In India And Most Asian And Latin American Universities For Core Or Elective Paper, And Will Also Prove Useful To Them As Practising Managers Since It Develops New Concepts Deriv
Author:
Publisher:
ISBN:
Category : Hispanic American consumers
Languages : en
Pages : 318
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Book Description
Author: Felipe Korzenny
Publisher: Routledge
ISBN: 1136398708
Category : Business & Economics
Languages : en
Pages : 351
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Book Description
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: Brodowsky, Glen H.
Publisher: Edward Elgar Publishing
ISBN: 1800880057
Category : Business & Economics
Languages : en
Pages : 247
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Book Description
Investigating how markets are becoming increasingly similar across countries while simultaneously becoming more diverse and heterogeneous within countries, this timely Handbook explores novel and under-researched sub-cultural marketing segments. Contributions from a diverse group of established and emerging marketing scholars examine how we might better understand and serve new generations of consumers from a variety of generational, ethnic, and religiously diverse market segments.
