Marketing Disease to Hispanics PDF Download

Author: Bruce Maxwell
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 132

View

Book Description

Author: Bruce Maxwell
Publisher:
ISBN:
Category : Business & Economics
Languages : en
Pages : 132

View

Book Description

Author: Felipe Korzenny
Publisher: Routledge
ISBN: 1136398708
Category : Business & Economics
Languages : en
Pages : 351

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: Felipe Korzenny
Publisher: Routledge
ISBN: 1317422295
Category : Business & Economics
Languages : en
Pages : 521

View

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: Arlene Dávila
Publisher: Univ of California Press
ISBN: 0520274695
Category : Business & Economics
Languages : en
Pages : 330

View

Book Description
"Davila has entered the back rooms of a new and important sector of the advertising industry, shedding light on the people and businesses that are working to exploit the marketing hot buttons of Hispanic USA. Latinos, Inc. could become a scholarly milestone, a vivid portrayal of the strange marriage between cultural anthropology and merchandising strategies that forms an elemental ingredient of U.S. consumer society."—Stuart Ewen, author of PR! A Social History of Spin "A work derived from prodigious fieldwork that sets a standard for the ethnography of cultural institutions in their varied corporate forms and market participations. Latinos Inc. provides a rich, fascinating, and fresh empirical venue for theories of identity and ethnicity in the U.S."—George Marcus, author of Ethnography Through Thick &Thin "An insightful and compelling account of Hispanic marketing and television as it becomes a significant force in U.S. corporate media. In its rigorous attention to the culture of marketing, Latinos, Inc. fills a significant void within the literature on mass communications, marketing, and television studies."—Chon A. Noriega, author of Shot in America: Television, the State, and the Rise of Chicano Cinema "Davila is the first to show us the world of Latin media through the eyes of advertising and programming professionals; the first to comprehend how Spanish language network television has reconfigured Latino identity; and the first to fully delineate the plurality and heterogeneity of Latino audiences. She enables us to understand the formative role played by advertising and commercial culture in shaping the contours of contemporary Latino/a identities. Latinos, Inc. sets a new standard for scholarship in ethnic studies and cultural studies."—George Lipsitz, author of The Possessive Investment in Whiteness : How White People Profit from Identity Politics

Author: M. Isabel Valdés
Publisher: Paramount Market Publishing
ISBN: 9780967143927
Category : Business & Economics
Languages : en
Pages : 380

View

Book Description
CD-ROM contains: Photographs -- Charts -- Tables -- Television advertisements.

Author: Elsevier Science & Technology
Publisher: Academic Press
ISBN: 9780120884971
Category :
Languages : en
Pages : 200

View

Book Description

Author: Heather Gail Andrews
Publisher:
ISBN:
Category : Hispanic Americans
Languages : en
Pages : 86

View

Book Description

Author: Jennifer L. Harris
Publisher:
ISBN:
Category :
Languages : en
Pages : 98

View

Book Description
Previous research has shown that Black and Hispanic youth receive a “double dose” of food marketing that promotes products high in sugar, saturated fat, and sodium. Compared to White non-Hispanic youth, they are exposed to more food advertising in the media, as well as more marketing messages in their communities. This exposure contributes to poor diet, including greater consumption of fast food and sugary drinks, and contributes to higher rates of obesity and other diet-related diseases in Black and Hispanic communities. Public health experts have raised concerns that companies also may target marketing for nutritionally poor foods directly to Black and Hispanic youth, exacerbating health disparities. This research examined these targeted marketing practices. To identify targeted marketing for food and beverage products, researchers analyzed companies’ public statements about their marketing, including traditional media advertising, product development, sponsorships, and philanthropic programs. They also conducted a comprehensive analysis of the amount of TV food advertising specifically targeted to and/or disproportionately viewed by Hispanic and Black consumers; youths’ exposure to this advertising; the brands and product categories promoted most often; and comparisons to exposure by White non-Hispanic youth. These findings will help identify opportunities to encourage companies to reduce disparities in food marketing aimed at youth of color.

Author: Marilyn Aguirre-Molina
Publisher: Jossey-Bass
ISBN:
Category : Medical
Languages : en
Pages : 536

View

Book Description
Sweeping in scope, this book identifies and offers an in-depth examination of the most critical health issues that affect Latino's health and health care within the United States.