Hispanic marketing : the power of the new Latino consumer
著者
書誌事項
Hispanic marketing : the power of the new Latino consumer
Routledge, 2017
3rd ed
- : pbk
- : hbk
大学図書館所蔵 全2件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Revised edition of Hispanic marketing, 2012
Includes bibliographical references and index
内容説明・目次
内容説明
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.
目次
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
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