Hispanic marketing : connecting with the new latino consumer
著者
書誌事項
Hispanic marketing : connecting with the new latino consumer
Routledge, 2012
2nd ed
- : pbk
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注記
Includes index
内容説明・目次
内容説明
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.
目次
Cultural Marketing: A new understanding
The Composition of the Hispanic/Latino market
The Latino Essense of "Hispanic"
Language Considerations in Marketing to US Hispanics
Enculturation, Acculturation, and Assimilation: A Bicultural Horizon
Latino Subjective Culture: Insights for Positioning
Culturally Informed Research among Latinos
The U.S. Hispanic Marketing Industry
The Digital World of U.S. Latinos
Latino Consumers and the Future of U.S. Marketing
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