Hispanic marketing : the power of the new Latino consumer
Author(s)
Bibliographic Information
Hispanic marketing : the power of the new Latino consumer
Routledge, 2017
3rd ed
- : pbk
- : hbk
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Note
Revised edition of Hispanic marketing, 2012
Includes bibliographical references and index
Description and Table of Contents
Description
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.
Table of Contents
Table of Contents
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
by "Nielsen BookData"
