Author: Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 316
Book Description
Language and Media Planning for the Hispanic Market: Southern California : Los Angeles market, San Diego market, El Centro market
Author: Language and Media Planning for the Hispanic Market
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
Reaching the Hispanic Market Effectively
Author: Antonio GuernicaPublisher: McGraw-Hill Companies
ISBN:
Category : Business & Economics
Languages : en
Pages : 216
Book Description
Marketing to American Latinos
Author: M. Isabel ValdésPublisher: Paramount Market Publishing
ISBN: 9780967143927
Category : Business & Economics
Languages : en
Pages : 380
Book Description
CD-ROM contains: Photographs -- Charts -- Tables -- Television advertisements.
Hispanic Market: Language and Media Planning Handbook 1992
Author: Rector Press, LimitedPublisher:
ISBN: 9780760520031
Category :
Languages : en
Pages : 600
Book Description
The Power of Business en Espanol
Author: Jose CancelaPublisher: HarperCollins e-books
ISBN: 0061749729
Category : Business & Economics
Languages : es
Pages : 227
Book Description
Este libro da a los lectores las claves simples para entender a la gente, el mercado y la cultura, de cómo hacer frente a muchos dialiects de españoles, a aprender, donde este consumidor español dominante realmente vive y gasta el dinero.
Hispanic Market Handbook
Author: M. Isabel ValdésPublisher: Gale Cengage
ISBN:
Category : Business & Economics
Languages : en
Pages : 534
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.
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.
Author: