Hispanic Marketing 3rd Edition by Felipe Korzenny ISBN 1138917796 978-1138917798

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Product details:

ISBN 10: 1138917796 

ISBN 13: 978-1138917798

Author: Felipe Korzenny

 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.

Table of contents: 

1. Cultural Marketing: A New Understanding
2. The Composition of the Hispanic/Latino Market
3. The Latino Essence of “Hispanic”
4. Language Considerations in Marketing to US Hispanics
5. Enculturation, Acculturation, and Assimilation: A Bicultural Horizon
6. Latino Subjective Culture: Insights for Brand Positioning
7. Culturally Informed Research Among Latinos
8. The Hispanic Marketing Communication Industry in the US
9. The Digital World of US Latinos
10. The Power of the New Latino Consumer and the Future of US Marketing

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Felipe Korzenny,Hispanic Marketing