Implications of Bilingualism & Assimilation to Marketing Transculturally to Hispanics PDF Download
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Author: Henry E. Adams-Esquivel
Publisher:
ISBN:
Category : Bilingualism
Languages : en
Pages : 16
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Book Description
Author: Henry E. Adams-Esquivel
Publisher:
ISBN:
Category : Bilingualism
Languages : en
Pages : 16
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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: Henry E. Adams-Esquivel
Publisher:
ISBN:
Category : Hispanic American consumers
Languages : en
Pages : 48
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Book Description
Author: Marye Tharp
Publisher: Routledge
ISBN: 1317507487
Category : Business & Economics
Languages : en
Pages : 366
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Book Description
Because American consumers transmigrate between social identities in expressing their values and affiliations, marketers must apply transcultural marketing methods and offer a cultural values proposition to build long-term customer relationships. This unique book weaves these topics into profiles of 9 influential American subcultures currently shaping their members marketplace choices.
Author: Linda Chavez
Publisher:
ISBN:
Category : Social Science
Languages : en
Pages : 228
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Book Description
Are Hispanics “making it”—achieving the American dream following the pattern of other ethnic groups? This controversial book shatters the myth that 20 million His panics—fast becoming the nation's largest minority—are a permanent underclass. Chavez considers the radical implications for bilingual education, immigration policy, and affirmative action.
Author: Felipe Korzenny
Publisher: Routledge
ISBN: 1317422295
Category : Business & Economics
Languages : en
Pages : 521
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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: Fredric Field
Publisher: John Benjamins Publishing
ISBN: 9027285098
Category : Language Arts & Disciplines
Languages : en
Pages : 340
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Book Description
This text provides an overview of bi- and multilingualism as a worldwide phenomenon. It features comprehensive discussions of many of the linguistic, social, political, and educational issues found in an increasingly multilingual nation and world. To this end, the book takes the Chicano-Latino community of Southern California, where Spanish-English bilingualism has over a century and a half of history, and presents a detailed case study, thereby situating the community in a much broader social context. Spanish is the second most-widely spoken language in the U.S. after English, yet, for the most part, its speakers form a language minority that essentially lacks the social, political, and educational support necessary to derive the many cognitive, socioeconomic, and educational benefits that proficient bilingualism can provide. The issues facing Spanish-English bilinguals in the Los Angeles area are relevant to nearly every bi- and multilingual community irrespective of nation, language, and/or ethnicity.
Author: M. Isabel Valdés
Publisher: Paramount Market Publishing
ISBN: 9780978660260
Category : Business & Economics
Languages : en
Pages : 214
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Book Description
Isabel Valdes' most recent book features a completely new analysis of Latino segments, based on how long Latinos have lived in the U.S. culture. These new segments provide an understanding not just of acculturation, but of how the length of time in country affects the way companies should position their products for Latinos. These descriptions will help you quantify and differentiate among people who are recent arrivals in the U.S., those who are third generation and beyond, and those who are second generation. In reality, a huge share of the Latino population was born in the United States and the majority of babies born today in the U.S. have Latino parents.Hispanic Purchasing PowerThe Selig Center for Economic Growth at the University of Georgia estimates that U.S. Hispanic purchasing power increased dramatically during the 1990s and has continued to rise into the 21st century, from $212 billion in 1990 to $736 billion in 2005, a 347 percent increase over the 15 year period. By 2010, Jeffrey Humphrey, director of the Selig Center, projects Hispanic buying power will top $1 trillion. By 2050, some estimates place the value of Hispanic consumer marketplace between $2.5 and $3.6 trillion. With exciting new case studies and a focus on grassroots marketing and the internet, Ms. Valdes gives you the data and analysis you need to move your Latino marketing to the next level.
Author: Lourdes Diaz Soto
Publisher: SUNY Press
ISBN: 9780791431412
Category : Education
Languages : en
Pages : 196
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Book Description
Provides insights into the impact that eliminating bilingual education programs has on the lives of families and communities. Persuasively argues that linguistic repression is an unwise language policy for a democratic nation.
Author: Vincent Mosco
Publisher: Rowman & Littlefield
ISBN: 9780742509542
Category : Business & Economics
Languages : en
Pages : 330
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Book Description
Eleven contributions from North American scholars discuss "cybercapitalism" and the transnationalization of the capitalist political economy. They assess the extent of continental integration throughout the culture, media, telecommunications, and information industries since the 1989 Canada-U.S. Free Trade Agreement (CUSFTA) and the 1993 North American Free Trade Agreement (NAFTA). A sampling of topics includes networking the North American higher education industry, the print media in Canada and Mexico, and the North American entertainment economy. c. Book News Inc.
