The Rise of the Hispanic Market in the United States PDF Download
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Author: Louis E. V. Nevaer
Publisher: Routledge
ISBN: 1317454820
Category : Business & Economics
Languages : en
Pages : 265
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Book Description
Not only are Hispanics the largest minority group in the United States, but Mexico is fast becoming our major trading partner, surpassing even Japan. In fact, the U.S. now has the fourth largest Spanish-speaking population in the world, after Mexico, Spain, and Argentina. How has this demographic group transformed the U.S. into a bi-lingual nation within the span of a generation? Why do Hispanics resist assimilation and insist on speaking Spanish in public life? And how can businesses effectively reach the emerging Hispanic consumer market with its estimated puchasing power of USD1 trillion by 2010? These questions constitute the single-most important marketing challenge for corporate America in the twenty-first century. This book examines the Hispanic worldview and how it informs people's economic decisions, both in the United States and across North America. It challenges the viewpoint that American culture will soon dominate its NAFTA trading partners, looks carefully at the market for Hispanic goods in the U.S. and the market for our goods throughout the Spanish-speaking world, and shows how marketeers are now reaching the Hispanic community domestically. The information and insights found here are essential for teachers, students, and professionals in the fields of international finance and world trade, as well as almost all areas of business, marketing, and strategic planning.
Author: Elena del Valle
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 468
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Book Description
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: 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: 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: Joe Kutchera
Publisher:
ISBN: 9780981986982
Category : Hispanic American consumers
Languages : en
Pages : 0
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Book Description
An amazing convergence is happening in marketing today: the growth of the U. S. Hispanic population and the growth of digital media. Hispanics increasingly use the internet to keep in touch with family and friends, anywhere in the world. They search for product information. They compare prices, print coupons, and shop online.Joe Kutchera outlines the issues that your company needs to understand in order to successfully cater to Hispanic consumers online, including shopping behavior, social networks, translation, localization, and emerging mobile platforms. In addition, the author illustrates how marketers can grow their businesses virtually to reach Spanish-speakers in Latin America.Case studies in the book detail the experiences of Best Buy, Amereican Family Insurance, H&R Block, Ford Motor Company, Lexicon Marketing, and Monster.
Author: Louis E. V. Nevaer
Publisher: Routledge
ISBN: 1317454820
Category : Business & Economics
Languages : en
Pages : 265
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Book Description
Not only are Hispanics the largest minority group in the United States, but Mexico is fast becoming our major trading partner, surpassing even Japan. In fact, the U.S. now has the fourth largest Spanish-speaking population in the world, after Mexico, Spain, and Argentina. How has this demographic group transformed the U.S. into a bi-lingual nation within the span of a generation? Why do Hispanics resist assimilation and insist on speaking Spanish in public life? And how can businesses effectively reach the emerging Hispanic consumer market with its estimated puchasing power of USD1 trillion by 2010? These questions constitute the single-most important marketing challenge for corporate America in the twenty-first century. This book examines the Hispanic worldview and how it informs people's economic decisions, both in the United States and across North America. It challenges the viewpoint that American culture will soon dominate its NAFTA trading partners, looks carefully at the market for Hispanic goods in the U.S. and the market for our goods throughout the Spanish-speaking world, and shows how marketeers are now reaching the Hispanic community domestically. The information and insights found here are essential for teachers, students, and professionals in the fields of international finance and world trade, as well as almost all areas of business, marketing, and strategic planning.
Author:
Publisher:
ISBN:
Category : Hispanic American consumers
Languages : en
Pages : 318
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Book Description
Author: Juan Faura
Publisher: Paramount Market Publishing
ISBN: 9780976697343
Category : Business & Economics
Languages : en
Pages : 150
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Book Description
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.
Author: Louis E. V. Nevaer
Publisher: Routledge
ISBN: 1317454812
Category : Business & Economics
Languages : en
Pages : 290
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Book Description
Not only are Hispanics the largest minority group in the United States, but Mexico is fast becoming our major trading partner, surpassing even Japan. In fact, the U.S. now has the fourth largest Spanish-speaking population in the world, after Mexico, Spain, and Argentina. How has this demographic group transformed the U.S. into a bi-lingual nation within the span of a generation? Why do Hispanics resist assimilation and insist on speaking Spanish in public life? And how can businesses effectively reach the emerging Hispanic consumer market with its estimated puchasing power of USD1 trillion by 2010? These questions constitute the single-most important marketing challenge for corporate America in the twenty-first century. This book examines the Hispanic worldview and how it informs people's economic decisions, both in the United States and across North America. It challenges the viewpoint that American culture will soon dominate its NAFTA trading partners, looks carefully at the market for Hispanic goods in the U.S. and the market for our goods throughout the Spanish-speaking world, and shows how marketeers are now reaching the Hispanic community domestically. The information and insights found here are essential for teachers, students, and professionals in the fields of international finance and world trade, as well as almost all areas of business, marketing, and strategic planning.
Author: M. Isabel Valdés
Publisher: Gale Cengage
ISBN:
Category : Business & Economics
Languages : en
Pages : 534
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Book Description
A guide to understanding, reaching, and selling to Hispanic Americans. This volume provides background informaton, demographics and behavioural characteristics of major groups within this diverse market. Current case studies are included in this work.
