Hispanic Marketing "The Power of the New Latino Consumer"

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Chapa, Sindy, Korzenny, Betty Ann, Korzenny, Felipe

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ISBN:9781138917798
Editorial: Routledge
Fecha de la edición:2017
Número de la edición: 3
Encuadernación:
Nº Pág.:480
Idiomas:Ingles,Inglés

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/ Marketing

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.

CHAPTER 1 CULTURAL MARKETING: A NEW UNDERSTANDING

Chapter 2: THE COMPOSITION OF THE HISPANIC/LATINO MARKET

Chapter 3: THE LATINO ESSENCE OF "HISPANIC"

Chapter 4: LANGUAGE CONSIDERATIONS IN MARKETING TO US HISPANICS

Chapter 5: ENCULTURATION, ACCULTURATION, AND ASSIMILATION: A BICULTURAL HORIZON

Chapter 6: LATINO SUBJECTIVE CULTURE: INSIGHTS FOR BRAND POSITIONING

Chapter 7: CULTURALLY INFORMED RESEARCH AMONG LATINOS

Chapter 8: THE HISPANIC MARKETING COMMUNICATION INDUSTRY IN THE US

Chapter 9: THE DIGITAL WORLD OF US LATINOS

Chapter 10: THE POWER OF THE NEW LATINO CONSUMER AND THE FUTURE OF US MARKETING