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