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Marketing To Hispanics
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Book Synopsis Hispanic Marketing by : Felipe Korzenny
Download or read book Hispanic Marketing written by Felipe Korzenny and published by Taylor & Francis. This book was released on 2017-06-14 with total page 507 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.
Book Synopsis Hispanic Marketing by : Felipe Korzenny
Download or read book Hispanic Marketing written by Felipe Korzenny and published by Routledge. This book was released on 2005 with total page 351 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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
Book Synopsis Hispanic Marketing & Public Relations by : Elena del Valle
Download or read book Hispanic Marketing & Public Relations written by Elena del Valle and published by . This book was released on 2005 with total page 468 pages. Available in PDF, EPUB and Kindle. Book excerpt:
Download or read book Latino Link written by Joe Kutchera and published by . This book was released on 2011 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: An amazing convergence is happening in marketing today: the growth of the U. S. Hispanic population and the growth of digital media. Hispanics increasingly use the internet to keep in touch with family and friends, anywhere in the world. They search for product information. They compare prices, print coupons, and shop online.Joe Kutchera outlines the issues that your company needs to understand in order to successfully cater to Hispanic consumers online, including shopping behavior, social networks, translation, localization, and emerging mobile platforms. In addition, the author illustrates how marketers can grow their businesses virtually to reach Spanish-speakers in Latin America.Case studies in the book detail the experiences of Best Buy, Amereican Family Insurance, H&R Block, Ford Motor Company, Lexicon Marketing, and Monster.
Book Synopsis Hispanic Marketing by : Felipe Korzenny
Download or read book Hispanic Marketing written by Felipe Korzenny and published by Routledge. This book was released on 2011-07-15 with total page 353 pages. Available in PDF, EPUB and Kindle. Book excerpt: Hispanic Marketing: Connecting with the New Latino Consumer is about using cultural insights to connect with Latino consumers. It’s about marketing strategies that tap into the passion of Hispanic consumers so that marketers and service providers can establish the deep connections they need for a successful campaign. This book provides an understanding of the Latino consumer that goes beyond simplistic recipes. This highly revised and expanded edition comes on the heels of new US Census figures: Hispanics now account for 53% of the US population growth since 2000, soaring to over 16% of the total population. Corporations are now realizing that they must incorporate Hispanic cultural values into their products, services, and communications. This edition reflects and responds to the profound changes the Latino market has experienced since the first edition. It considers the way in which changes in cultural identity, immigration, economics, and market synergies need to be addressed in a new relationship with Hispanic consumers. Twenty-five new industry case studies illustrate the chapters. These case studies show how brands from diverse categories have developed a cultural understanding of their Latino target and created campaigns that established strong bonds.
Book Synopsis Happy for No Reason by : Marci Shimoff
Download or read book Happy for No Reason written by Marci Shimoff and published by Simon and Schuster. This book was released on 2009-03-03 with total page 339 pages. Available in PDF, EPUB and Kindle. Book excerpt: Everyone wants to be happy--yet so many people are unhappy today. What are they doing wrong? Clearly, a new approach is needed. Self-help guru Shimoff presents three new ideas and a practical program to change the way readers look at creating happiness in their lives: 1. Happiness is not an emotion, a spike of elation or euphoria, but a lasting, neuro-physiological state of peace and well-being. 2. True happiness is not based on what people do or have--it doesn't depend on external reasons or circumstances. 3. Research indicates that everyone has a happiness set-point. No matter what happens to a person, they will tend to return to a set range of happiness. This book shows how you can actually reprogram your set-point to a higher level.--From publisher description.
Book Synopsis Beyond Se Habla Español by : Liel Levy
Download or read book Beyond Se Habla Español written by Liel Levy and published by . This book was released on 2021-06-22 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Hispanic community is one of the fastest-growing legal markets in the country. Unfortunately, most lawyers struggle to approach it, clinging to stereotypes of cultural clichés, language barriers, and outdated technology. In fact, the Hispanic market consists of a vibrant, diverse group of people who encounter an equally diverse mix of legal issues in their daily lives. Like anyone else, they want to be represented by someone who will fight for them. If your law firm is looking to expand, your local Hispanic market offers significant opportunity, but only if you know how to reach it. Learn how to make your firm the best, most relevant choice for the Hispanic community. Discover the most effective digital strategies for reaching this target audience while avoiding your competitors' mistakes. Beyond Se Habla Español provides all the insights you need to build a cost-effective, revenue-generating, competitor-proof marketing strategy for the modern American law firm.
Download or read book Latinos, Inc. written by Arlene Dávila and published by Univ of California Press. This book was released on 2012-09-01 with total page 331 pages. Available in PDF, EPUB and Kindle. Book excerpt: Both Hollywood and corporate America are taking note of the marketing power of the growing Latino population in the United States. And as salsa takes over both the dance floor and the condiment shelf, the influence of Latin culture is gaining momentum in American society as a whole. Yet the increasing visibility of Latinos in mainstream culture has not been accompanied by a similar level of economic parity or political enfranchisement. In this important, original, and entertaining book, Arlene Dávila provides a critical examination of the Hispanic marketing industry and of its role in the making and marketing of U.S. Latinos. Dávila finds that Latinos' increased popularity in the marketplace is simultaneously accompanied by their growing exotification and invisibility. She scrutinizes the complex interests that are involved in the public representation of Latinos as a generic and culturally distinct people and questions the homogeneity of the different Latino subnationalities that supposedly comprise the same people and group of consumers. In a fascinating discussion of how populations have become reconfigured as market segments, she shows that the market and marketing discourse become important terrains where Latinos debate their social identities and public standing.
Download or read book Latino Boom! written by Chiqui Cartagena and published by . This book was released on 2005 with total page 264 pages. Available in PDF, EPUB and Kindle. Book excerpt: A guide to succeeding in the Hispanic market that offers business owners tips for appealing to the three dominant Latino groups, influencing Hispanic teens, choosing the right market location, and more.
Book Synopsis Transcultural Marketing by : Marye Tharp
Download or read book Transcultural Marketing written by Marye Tharp and published by Routledge. This book was released on 2014-12-17 with total page 403 pages. Available in PDF, EPUB and Kindle. Book excerpt: Because American consumers transmigrate between social identities in expressing their values and affiliations, marketers must apply transcultural marketing methods and offer a cultural values proposition to build long-term customer relationships. This unique book weaves these topics into profiles of 9 influential American subcultures currently shaping their members marketplace choices.
Book Synopsis Making Hispanics by : G. Cristina Mora
Download or read book Making Hispanics written by G. Cristina Mora and published by University of Chicago Press. This book was released on 2014-03-07 with total page 250 pages. Available in PDF, EPUB and Kindle. Book excerpt: How did Puerto Ricans, Mexicans, and Cubans become known as “Hispanics” and “Latinos” in the United States? How did several distinct cultures and nationalities become portrayed as one? Cristina Mora answers both these questions and details the scope of this phenomenon in Making Hispanics. She uses an organizational lens and traces how activists, bureaucrats, and media executives in the 1970s and '80s created a new identity category—and by doing so, permanently changed the racial and political landscape of the nation. Some argue that these cultures are fundamentally similar and that the Spanish language is a natural basis for a unified Hispanic identity. But Mora shows very clearly that the idea of ethnic grouping was historically constructed and institutionalized in the United States. During the 1960 census, reports classified Latin American immigrants as “white,” grouping them with European Americans. Not only was this decision controversial, but also Latino activists claimed that this classification hindered their ability to portray their constituents as underrepresented minorities. Therefore, they called for a separate classification: Hispanic. Once these populations could be quantified, businesses saw opportunities and the media responded. Spanish-language television began to expand its reach to serve the now large, and newly unified, Hispanic community with news and entertainment programming. Through archival research, oral histories, and interviews, Mora reveals the broad, national-level process that led to the emergence of Hispanicity in America.
Book Synopsis Beyond Bodegas by : James Edward Perkins
Download or read book Beyond Bodegas written by James Edward Perkins and published by Paramount Market Publishing. This book was released on 2004 with total page 176 pages. Available in PDF, EPUB and Kindle. Book excerpt: The real competition for Hispanic market share takes place at the local level. Regardless of the nature of your business--retail, convenience stores, banks, supermarkets--if you want to be a successful and profitable player in the Hispanic marketplace, you need to understand the dynamics of the community at the local level. In this ground-breaking book, retail expert, Jim Perkins, offers scores of insight into the mindset and shopping behavior of Hispanic consumers. Discover why a sleek modern store may turn off Hispanic consumers. Learn the importance of diversifying the workforce in your store. Listen in on neighborhood conversations around the simple pleasures of ice cream. Learn about cultural nostalgia, and when and when not to rely on Spanish as an advertising language.
Book Synopsis Foreign Languages in Advertising by : Jos Hornikx
Download or read book Foreign Languages in Advertising written by Jos Hornikx and published by Springer Nature. This book was released on 2019-12-17 with total page 263 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book presents a comprehensive account of the use and effects of foreign languages in advertising. Based on consumer culture positioning strategies in marketing, three language strategies are presented: foreign language display to express foreignness, English to highlight globalness, and local language to appeal to ethnicity (for instance, Spanish for Hispanics in the USA). The book takes a multidisciplinary approach, integrating insights from both marketing and linguistics, presenting both theoretical perspectives (e.g., Communication Accommodation Theory, Conceptual Feature Model, Country-of-origin effect, Markedness Model, Revised Hierarchical Model) and empirical evidence from content analyses and experimental studies. The authors demonstrate that three concepts are key to understanding foreign languages in advertising: language attitudes, language-product congruence, and comprehension. The book will appeal to students and researchers in the fields of sociolinguistics, applied linguistics, psycholinguistics, marketing and advertising.
Download or read book Latinx written by Ed Morales and published by Verso Books. This book was released on 2019-10-29 with total page 369 pages. Available in PDF, EPUB and Kindle. Book excerpt: An “erudite, comprehensive” analysis of Latinx identity in the United States as it relates to American culture, society, and politics (Eduardo Bonilla-Silva, author of Racism Without Racists) “Latinx” (pronounced “La-teen-ex”) is the gender-neutral term that covers one of the largest and fastest growing minorities in the United States, accounting for 17 percent of the country. Over 58 million Americans belong to the category, including a sizable part of the country’s working class, both foreign and native-born. Their political empowerment is altering the balance of forces in a growing number of states. And yet Latinx barely figure in America’s ongoing conversation about race and ethnicity. Remarkably, the US census does not even have a racial category for “Latino.” In this groundbreaking discussion, Ed Morales explains how Latinx political identities are tied to a long Latin American history of mestizaje—“mixedness” or “hybridity”—and that this border thinking is both a key to understanding bilingual, bicultural Latin cultures and politics and a challenge to America’s infamously black–white racial regime. This searching and long-overdue exploration of the meaning of race in American life reimagines Cornel West’s bestselling Race Matters with a unique Latinx inflection.
Book Synopsis Controversies in Contemporary Advertising by : Kim Bartel Sheehan
Download or read book Controversies in Contemporary Advertising written by Kim Bartel Sheehan and published by SAGE Publications. This book was released on 2013-07-18 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: Presenting a range of perspectives on advertising in a global society, this Second Edition of Controversies in Contemporary Advertising examines economic, political, social, and ethical perspectives and covers a number of topics including stereotyping, controversial products, consumer culture, and new technology. The book is divided equally between macro and micro issues, providing a balanced portrait of the role advertising has in society today. Author Kim Bartel Sheehan′s work recognizes the plurality of opinions towards advertising, allowing the reader to form and analyze their own judgments. It encourages readers to obtain a critical perspective on advertising issues.
Book Synopsis Research with Hispanic Populations by : Gerardo Marin
Download or read book Research with Hispanic Populations written by Gerardo Marin and published by SAGE Publications, Incorporated. This book was released on 1991 with total page 150 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book explores ways of overcoming the problems researchers may encounter in collecting and interpreting data generated from Hispanic studies.
Book Synopsis Hispanic Marketing Grows Up by : Juan Faura
Download or read book Hispanic Marketing Grows Up written by Juan Faura and published by Paramount Market Publishing. This book was released on 2006 with total page 150 pages. Available in PDF, EPUB and Kindle. Book excerpt: Juan Faura, the author of PMP's bestselling The Whole Enchilada: Hispanic Marketing 101, presents a message that will be a wake-up call to all Hispanic-focused marketing and advertising agencies. Based on insights gathered from interviews with Hispanics from many different walks of life, in cities large and small, Hispanic Marketing Grows Up:-Explores 30 perceptions and realities that affect how you market to Hispanics.-Explains when and when not to use Spanglish in advertising.-Identifies 10 future trends that will affect the Hispanic consumer market.Faura's conversational style makes this a quick read--one loaded with insights, taken straight from Hispanic consumers' mouths to you.
