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Hispanic Marketing Connecting with the New Latino Consumer

ISBN-10: 1856177947
ISBN-13: 9781856177948
Edition: 2nd 2012 (Revised)
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Book details

Edition: 2nd
Copyright year: 2012
Publisher: Routledge
Publication date: 8/23/2011
Binding: Paperback
Pages: 410
Size: 6.00" wide x 9.00" long x 1.00" tall
Weight: 1.694
Language: English

Acknowledgments
Introduction
Cultural Marketing: A New Understanding
From International to Intra-National Marketing
Why Is Culture Underestimated in Marketing?
The Nature of Culture
Tangible Culture: Objective Culture
Examples of Hispanic Objective Culture
Intangible Culture: Subjective Culture
Deeply Held Beliefs
Behavioral Orientations: Values and Attitudes
Meaning: Interpretation and Perception
Culture Is like Water for Fish
How Different Are Cultures Among Themselves?
Marketers' Unease with Cultural Marketing
How to Ask Cultural Marketing Questions?
A Combination of Disciplines: A Psycho-Socio-Cultural Approach
Predicting Behavior Is at the Core of Marketing
Cultural Knowledge Improves Accuracy
Social Class Interacts with Culture
The New Hispanic and the American Experience: Another Difference
Culture Shock
The Risk-Taking Immigrant
A New Hispanic Identity
The Challenge Facing Those Who Market to Hispanics
Are Latinos a Targetable Market?
Magnitude
Buying Power
A Common Way of Looking at the World: Motivations, Perceptions, and Beliefs
Latinos Are Not a Race
A Rich Common Heritage
The Spanish Language as a Unifying Force
A Spanish-Language Industry Has Facilitated Targeting
Culture More Than Language Alone
Geographic Concentration
Conclusions: A Cultural Perspective Makes the Difference
Case Study: The San Jose Group-American Family Insurance
Case Study: Conill-T-Mobile
The Composition of the Hispanic/Latino Market
Historical and Cultural Origins of Hispanics
Iberian Diversity and Commonality
The Latino Market: A Hispanic Heritage
Latin American Immigration: The Economic Push and the Emotional Pull
Mexico's Proximity and a Moving Border
Puerto Rico
Cuba
Central America
South America
Dominicans
Implications of Homogeneity and Diversity
Testing the Assumption of Homogeneity
Geographic Trends
2008 Data Confirms Dispersion
Dispersion also Takes Place in Metropolitan Areas
Implications of Geographic Dispersion
Socioeconomic Trends
The Elite
The Middle Class
The Largest Contingent: The Working Class
Income Levels: Surprise for Marketers
Family Size and Economic Behavior
Sharing a Roof
Education
Conclusions
Implications for Marketers
Case Study: Adrenalina-Tecate
Case Study: Lexicon Marketing-MundosinBarreras.com
Case Study: Espafiol Marketing & Communications, Inc.-Liberty Tax Service
The Latino Essence of "Hispanic"
Making Cultural Identity a Core Marketing Element
Cultural Identity Derives from Reference Groups
Reference Groups and Their Role in Consumer Social Learning
Homophily: The Importance of Similarity
Successful Models and Their Expertise
Modeling the Behaviors of Even Those Who Oppress
The Identification of Models in Practice
Identity and Socialization
Predictability Is Central to Marketing
Labels and Identities in Marketing to Hispanics
Questions Influence Answers
Is There a Hispanic Essence?
The Question of Labels
Hispanic or Latino?
How to Identify Latinos
Label Choice as Equivalent of Identity
Classification Based on Country of Origin/Ancestry
Further Identity/Reference Group Measures
Objective/Behavioral Measures
Subjective Measures
Stereotypes and Identity
Stereotype Stages
Stereotypes and Their Impact on the Larger Society
Stereotypes and Their Impact on Hispanics
Conclusions
Implications for Marketers
Case Study: Adrenalina-Tecate Light
Case Study: ORCI-Honda
Case Study: Grupo Gallegos-Energizer�
Language Considerations in Marketing to US Hispanics
Language and Culture Overlap
Marketers Should Approach Language Choice Pragmatically
A New Dialect of Spanish and English Follows a New Identity
Translation Is Harder Than it Appears to Be
Professional Translations
Translation, Confusion, and the Reason Why
Translation Verification
Semi-Technical Translations
What Language(s) to Communicate In?
Language and Thought
When to Market in Spanish?
Language and Our Different Selves
Language, Culture, and Identity
The Cultural Importance of the Spanish Language
When to Target in Spanish
The Increasing Case for English
Can the Marketer Use "Spanglish" or Switch Codes?
A Way of Communicating: Can We Market to Hispanic Youth in Spanglish?
How Sociopolitical Conditions May Influence Language Trends
Conclusions
Implications for Marketers
Case Study: Health Information Website-Florida Saludable
Case Study: Emerson-Blue Selecto Thermostat
Case Study: MyLatinoVoice.com
Enculturation, Acculturation, and Assimilation: A Bicultural Horizon
Latin Americans and Asians on the Rise
Undocumented Immigration
Births Versus Immigration: The New Equation
Mutual Cultural Change
Immigrants
Becoming Settled, Having Children, and Making the US Home
The Synergy of Cultures in Contact
Belonging to a Culture Does Not Mean Understanding it
How Do We Learn Culture: Enculturation, Acculturation, and Assimilation
Learning a First Culture: Enculturation
Acquiring a Second Culture: Acculturation and Assimilation
The Interplay of Individual and Society
Acculturation as a Process
Are These Immigrants like Their Predecessors?
Biculturalism and Bilingualism Are Advantages
Not from Here and Not from There: Third-Culture Individuals
A New Hispanic/Latino Identity
Segmenting Hispanics by Acculturation Phases
Linear Segmentation
Acculturation Segmentation in Two Dimensions
Cultural Segmentation in Multiple Dimensions
Crossing Acculturation with Other Variables
Life Stage
Shopping Style
Other Combinations
Taking Cultural Identification into Account
A Note About "Unacculturated" Hispanics
How to Make Segmentation More Productive
More Complexity
Segmenting by Brand Engagement
General Segmentations That Include Ethnic/Cultural Segments
All Marketing Is Cultural
Conclusions
Implications for Marketers
Case Study: Conill-Toyota Motor Sales
Case Study: Alma DDB-State Farm
Case Study: McDonald's-d exp�sito & Partners
Latino Subjective Culture: Insights for Positioning
The Core of Cross-Cultural Marketing
Positioning for Brand Success Among Hispanics
Successful Positioning
Marketplace Differentiation: Insights, Archetypes, and Dimensions
Marketing and Courtship
Dimensions Are Continua
From Universal to Particular Manifestations
A Place to Find Archetypes: The Dimensions of Culture
Time and Culture
Varying Experiences of Time
Time Affects Customer Relations and Product Use
Time and Media Planning
The Dimensions of Social Influence
Orientation Toward Others and Oneself
Gender
Explaining the Causes of Behavior
Marketing Insights, Cultural Tendencies, and Archetypes
Ways to Obtain Cultural Insights and Archetype Ideas
Reading Garcia Marquez, Carlos Fuentes, and Octavio Paz for Insights That Connect
Mariachi, Boleros, and Baladas: More Than Just Music
Qualitative Consumer Insight Generation
Key Pointers in Insight Generation and Identification of Cultural Archetypes
Meaningful Areas of Latino Subjective Culture
Wealth and Material Well-Being
Life Markers, Transitions, and Happiness
Que Ser�, Ser�-Whatever Will Be, Will Be
Why Ma�ana?
Suffering Is My Destiny
Individual or Group Responsibility?
A Child-Centric Society
Gender Relationships
Medicine, Remedios, and Health
Traditional Healers
Temperature
Conclusions
Implications for Marketers
Case Study: Alma DDB-McDonald's
Case Study: Casanova Pendrill-General Mills
Case Study: Grupo Gallegos-California Milk Processor Board
Culturally Informed Research Among Latinos
Digging Deeper but Not Finding
Translator, Traitor
Conceptual Adaptation from Scratch
Translating Back to the Original Language
The Logical Problem of Linguistic Equivalence
Localization for Better Globalization
Latino Scale Use
Answering Survey Questions Is Not Intuitive
Agreeing and Disagreeing with Statements
Answer Options that More Closely Reflect Consumer Thinking
Multiple Ways of Measuring
Explore Using Intuitive Alternatives
What Type of Data Is Needed?
Finding the Why
Qualitative Research Modalities
The Focused Group Discussion
Making a Latino Focus Group Work Better
The Moderator/Facilitator/Cultural Interpreter
Language Considerations
Mixing Countries of Origin
Mixing Men and Women
Where to Conduct Focus Groups
Recruiting Sensitivity
Interpreting for Observers
Key Principle on Focus Groups Variations
When Group Synergy Does Not Add Value
Understanding How People Live
Homework, Assignments, and Creative Activities
Quantifying Latino Consumer Opinions and Behaviors
Data-Collection Tendencies
Examples of Approaches
Data Mining
Claritas
Geoscape
US Census Bureau
A Changing Way of Collecting Consumer Data
Cookies
Aggregate Browsing Data
Panel and River Methodology Data
Why Should Survey Research with Latinos Be Different?
How Relevant Research Guides Effective Campaigns
Planning Latino Insights
Conclusions
Implications for Marketers
Case Study: Creative OndemanD-Volkswagen of America
Case Study: Dieste-AT&T
Case Study: Lopez Negrete Communications-Walmart
The US Hispanic Marketing Industry
Media or Touchpoints?
Broadcast, Cable, and Satellite
Exposure to TV
Exposure to Radio
Print in the Form of Newspapers, Magazines, and Books
Newspapers
Magazines
Books
Movies
Online Providers and Aggregators
The Internet as a Cultural Force
Marketing Support
Advertising Agencies
An Association Emerged at a Time of Growth
Acquisitions and Mergers
Turmoil in Addressing US Latinos
Marketing Support Providers
Online
Public Relations
Market Research
Grassroots, Events, and Promotions
Industry Publications
Intra-Company Specialty Organizations
Handling Cultural Diversity in the Marketplace
Planning as a More Encompassing Effort
Conclusions
Hispanic Media
Hispanic Marketing Support
Implications for Marketers
Case Study: Health Care Education Pilot in Florida
Case Study: AOL Latino-Tu Voz
Case Study: The San Jose Group-US Cellular
The Digital World of US Latinos
A Liberating Technology
The Internet Redefines Marketing
How Many Latinos Are Online?
And They Are More Likely to Prefer the English Language
Once Online What Do Hispanics Do?
Use of the Internet
Online Presence
Economic Activity
Other Online Activities
The Experience of the Online World
Conclusion: Where Do We Go From Here
Implications for Marketers
Case Study: The San Jose Group-Illinois Bureau of Tourism
Case Study: Allstate Insurance Company-Captura Group
Latino Consumers and the Future of US Marketing
Youth and Fast Growth
A More Diversified Cultural Group
Culture at the Center Stage
Technology and Cultural Change
Crossover Synergies
A Shift in the Unit of Observation and Analysis
Acknowledging the Supernatural
Gender Role Relations
Leadership Trends
Use of Time and Space
Cross-Border Marketing
Sustainability and Green Consumer Behavior
Marketing, Empathy, and Ethics
Conclusions
Implications for Marketers
About the Authors
Index

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