Hispanic marketing : the power of the new Latino consumer

著者

書誌事項

Hispanic marketing : the power of the new Latino consumer

Felipe Korzenny, Sindy Chapa and Betty Ann Korzenny

Routledge, 2017

3rd ed

  • : pbk
  • : hbk

大学図書館所蔵 件 / 2

この図書・雑誌をさがす

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

「Nielsen BookData」 より

詳細情報

ページトップへ