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Hispanic Marketing A Cultural Perspective

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ISBN-10: 0750679034

ISBN-13: 9780750679039

Edition: 2005

Authors: Felipe Korzenny, Betty Ann Korzenny

List price: $51.95
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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. * The first comprehensive guide to integrated marketing principles for the Hispanic market, the fastest-growing demographic in the United States * Provides insight, conceptual tools and guidance to marketers on effective positioning of products in this market * Creates a framework for to delineate the Hispanicmarket from larger ethnic and cross-cultural marketing approaches
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Book details

List price: $51.95
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