Author: Felipe Korzenny
Edition:
Publisher: Routledge
Binding: Paperback
ISBN: 0750679034
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You Save: 82%
Hispanic Marketing
This book is about strategic thinking in Hispanic marketing.Hispanic Marketing review. 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 intricaciesRead full reviews of The Power of Business en Espanol: 7 Fundamental Keys to Unlocking the Potential of the Spanish-Language Hispanic Market.
Read Hispanic Marketing How To Win The Hispanic Gold Rush By Francisco J. Valle reviews by
Buy Hispanic Marketing Book How to Win the Hispanic Gold Rush by Francisco J. Valle and Judy M. Mandel at MexGrocer.com; Mr. Valle has published many articles related to US Hispanic Marketing, Communication and Management.
About the Author Jos+É Cancela has direct in-market experience in the top fifty Hispanic markets, and throughout his twenty-five-plus-year Hispanic media career has worked with companies like P&G, Toyota, Verizon, Kellogg's, Pepsi, and countless other major US advertisers in their outreach to the Hispanic community. Today he heads Hispanic USA Inc., a full-service Hispanic marketing consulting firm whose client roster includes ING, Group 1 Auto, ABC Radio en Espa+Ñol, ESPN Deportes Radio, and US Century Bank. He lives in Miami, Florida.
The Whole Enchilda,: Hispanic Marketing 101 is a practical guide to selling to Hispanics in the US Using his many years in research and advertising, Juan Faura talks straight about your Hispanic customers, from a Hispanic point of view.
Categories: Consumers->Hispanic American. Contributors: Juan Faura - Author. Format: Hardcover
Categories: Consumers->Hispanic American. Contributors: Juan Faura - Author. Format: Hardcover
Hispanic Marketing Reviews
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
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