Hispanic Marketing A Cultural Perspective

Name: Hispanic Marketing A Cultural Perspective
Price: 4.28 USD
Availability: InStock
ISBN: 9780750679039

ISBN-10: 0750679034

ISBN-13: 9780750679039

Edition: 2005

Authors: Felipe Korzenny, Betty Ann Korzenny

List price: $53.95

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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…

Book details

List price: $53.95
Copyright year: 2005
Publisher: Routledge
Publication date: 8/10/2011
Binding: Paperback
Pages: 354
Size: 6.00" wide x 9.50" long x 0.75" tall
Weight: 1.342
Language: English



The Role of Culture in Cross-Cultural Marketing


Characteristics of the Hispanic Market


What Makes Hispanics Hispanic


The Role of Language in Hispanic Marketing


The Processes of Enculturation, Acculturation, and Assimilation


Cultural Dimensions and Archetypes


Culturally Informed Strategy Based on Grounded Research


US. Hispanic Media Environment and Strategy


The Evolution of Hispanic Marketing


The Future