Hispanic market power : America's business growth engine
著者
書誌事項
Hispanic market power : America's business growth engine
Routledge, 2023
- : pbk
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注記
Includes index
内容説明・目次
内容説明
* Written by a top expert in multicultural marketing with industry and agency experience, as well as a Latino background
* Breaks down stereotypes and offers clear insights into the US's fastest-growing demographic segment
* Offers a roadmap to success with the Hispanic market - an essential factor in any business's growth in the US
目次
Part I - Fundamentals of The Hispanic Market. 1 - Is Your Brand Ready For the 2030 Census? 2 - When It Comes to Multicultural Marketing, Doing Nothing Has a Cost. 3 - The End of Total Market - It's Time To Try A New Approach. 4 - Why Are Some Marketers Still Lost In Translation? 5 - Every Brand Is Already Involved In Hispanic Marketing. 6 - The Path For Growth Is Towards The Multicultural Youth. 7 - The Six Learnings Every CEO Needs to Understand. Part II - Myths & Barriers. 8 - Seven Myths About Hispanic Marketing. 9 - Is Marketing In Spanish Still Relevant to Hispanics? 10 - Don't Suffer Multicultural Myopia. 11 - Diversity Equity And Inclusion And Multicultural Marketing Are Not The Same. 12 - Seven Reasons Why Your Multicultural Marketing Plans Didn't Work. 13 - If You Want Your Hispanic Marketing To Fly High, Upgrade To Business Class. Part III - The Minority-Majority Shift - The Impact on Business. 14 - Two Decades That Will Change America. 15 - The Surge Of Multiracial Families. 16 - The Tech World Faces A Reboot. 17 - It' Time For a New Script in Hollywood. 18 - For Sports Marketing It's Game On. 19 - Multicultural Segments Top The Music Charts. 20 - For the Health And Wellness Industry, It's Time For A Check-UP. 21 - Multicultural Consumers Faced Distinct Challenges During Covid-19 Crisis. 22 - The Future Tastes Like Change. 23 - Diverse Consumers Are Changing The Grocery Retail Business. 24 - The Large Role of Multicultural Small Businesses. 25 - For the Ad Business, A Much-Needed Relaunch. Part IV - The Right Approach To Your Hispanic Opportunity. 26 - Hispanic Marketing In Nine Steps. 27 - The Advertising Implementation Dilemma. 28 - The Hispanic Market "Long Tail". 29 - Multicultural Marketing Investments Deserve A New Resource Allocation Methodology. 30 - How to Find The Right Creative Approach. 31 - The Multicultural Communications Challenge. 32 - Multicultural Consumers and Millennials Are Ready To Fuel The Next Cycle of Brand Growth. 33 - Storytelling Is a Different Story for Each Culture. 34 - Multicultural Market Experts Recommend: Unlearn Your Biases. 35 - The Right Approach For Your Multicultural Agency Pitch. 36 - Six Ways CMOs Can Bring Equality To Their Multicultural Agencies. 37 - When It Comes to Multicultural Marketing, Effectiveness Eats Efficiency For Breakfast. 38 - Where Do Multicultural Marketers Come From? 39 - Time to Add Hispanic Marketing To Your Shopping Cart. 40 - For Some Brands, It's Time for A Multicultural Comeback. Part V - Additional Considerations. 41 - Multicultural Marketing Investments Expected to Grow. 42 - Minority Owned Media Gets a Boost With Nielsen's New Study. 43 - Minority Owned Companies - Important Observations for Marketers. 44 - It's Time To Rethink The Hispanic Heritage Month Celebration. 45 - Multicultural Marketing And Employee Resources Groups - An Alliance That Can Drive Growth . 46 - Multicultural Marketing Hard At Work Can Enhance Minority Employment Recruitment. 47 - Effective Multicultural Business Should Start At the Board Level. 48 - Is Marketing to Latin Americans and U.S. Hispanics The Same? 49 - McKinsey Report Brings Focus To The Business Opportunity of the Hispanic Segment
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