Media Consumption Habits of Mexican-Americans PDF Download

Author: John A. Geurin
Publisher:
ISBN:
Category : Consumers
Languages : en
Pages : 314

View

Book Description

Author: Judy Rickard
Publisher:
ISBN:
Category : Communication
Languages : en
Pages : 202

View

Book Description

Author:
Publisher:
ISBN:
Category : Communication
Languages : en
Pages : 98

View

Book Description

Author: Bradley S. Greenberg
Publisher: Praeger
ISBN:
Category : Business & Economics
Languages : en
Pages : 312

View

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.

Author: Thomas J. Moore
Publisher:
ISBN:
Category : Health education
Languages : en
Pages : 172

View

Book Description

Author: Nicholas Valenzuela
Publisher:
ISBN:
Category : Broadcasting
Languages : en
Pages : 472

View

Book Description

Author: Vicki Mayer
Publisher:
ISBN: 9780813533261
Category :
Languages : en
Pages : 220

View

Book Description

Author: Vicki A. Mayer
Publisher:
ISBN:
Category : Hispanic American consumers
Languages : en
Pages : 690

View

Book Description

Author: Felipe Korzenny
Publisher: Routledge
ISBN: 1136398716
Category : Business & Economics
Languages : en
Pages : 350

View

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: Pablo Rhi-Perez
Publisher:
ISBN:
Category : Consumer behavior
Languages : en
Pages : 220

View

Book Description