Author: Joseph Henry Robert Hein-ArnaudPublisher:
ISBN:
Category : Mexican Americans and mass media
Languages : en
Pages : 314
Book Description
A comparative study of mass media habits, values, and attitudes between bilingual and nonbilingual Hispanic consumers
Author: Joseph Henry Robert Hein-ArnaudPublisher:
ISBN:
Category : Mexican Americans and mass media
Languages : en
Pages : 314
Book Description
Master's Theses in the Arts and Social Sciences
Author: Hispanic Marketing
Author: Felipe KorzennyPublisher: Routledge
ISBN: 1136398708
Category : Business & Economics
Languages : en
Pages : 351
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
A Social Categories Prespective on Mass Media Habits and Attitudes of Mexican American College Students
Author: Judith Lee ZaffiriniPublisher:
ISBN:
Category : Mass media
Languages : en
Pages : 530
Book Description
Research in Education
Author: Hispanic Marketing
Author: Felipe KorzennyPublisher: Routledge
ISBN: 1317422295
Category : Business & Economics
Languages : en
Pages : 521
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.
A Study of the Importance of Spanish Versus English Language Radio Commercials Directed to Hispanics
Author: Julia Gantt NewtonPublisher:
ISBN:
Category : Mexican American consumers
Languages : en
Pages : 250
Book Description
Mass Media Time Use and Attitudes Among New York City Hispanics
Author: Joseph Martinez-HuarneckPublisher:
ISBN:
Category : Hispanic Americans and mass media
Languages : en
Pages : 238
Book Description
Mexican Americans and the Mass Media
Author: Bradley S. GreenbergPublisher: Praeger
ISBN:
Category : Business & Economics
Languages : en
Pages : 312
Book Description
This book reports in detail the procedures and findings of project CASA (Communication and Spanish-Speaking Americans)--the most comprehensive, programmatic esearch effort to focus on Mexican-Americans and mass media. Media usage, access, credibility, gratifications, sources of information, and content preferences about a variety of media (from TV to comic books) were accessed. Focus group interviews with hispanic community leaders and with local newspaper publishers were also conducted, in addition to content and readability analyses of the local daily newspaper portrayals of Hispanics.
Mass Communication Behaviors and Attitudes of Hispanic and Anglo Adults
Author: Publisher:
ISBN:
Category : Hispanic Americans and mass media
Languages : en
Pages : 126
Book Description