Download or read book Hispanic Marketing written by Felipe Korzenny and published by Routledge. This book was released on 2005 with total page 351 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book is about strategic thinking in Hispanic marketing. The size and economic importance of the Hispanic market in the US are attracting enormous attention. The buying power of the US Hispanic market is now larger than the GDP of the entire country of Mexico, and it is the second largest Hispanic market in the world. Businesses and institutions have launched major initiatives to reach this important segment. Yet, the number of qualified individuals who understand the market is small; and many of those already catering to the market still struggle to learn about its intricacies. This book is a cultural approach to Hispanic marketing. Each of the chapters describes and explains the cultural principles of Latino marketing. Recent case studies help marketers relate to the material pragmatically. The book integrates concepts and practical examples and provides critical guidance to discern between alternative courses of action. This book is not about repeating well-known statistics, but about the Hispanic market as a cultural target. It takes a profound look at the values, beliefs, and emotions of US Hispanics, which impact consumer behaviour. Each of the chapters has been the subject of public presentations and lectures to marketing professionals. It is their positive reactions as well as the authors¿ dedication to Hispanic consumers which motivated this book. Chapter 1: The Role of Culture in Cross-Cultural Marketing Chapter 2: Characteristics of the Hispanic Market Chapter 3: What Makes Hispanics ¿Hispanic¿ Chapter 4: The Role of Language in Hispanic Marketing Chapter 5: The Processes of Enculturation, Acculturation, and Assimilation Chapter 6 Cultural Dimensions and Archetypes Chapter 7: Culturally Informed Strategy Based on Grounded Research Chapter 8: US. Hispanic Media Environment and Strategy Chapter 9: The Evolution of Hispanic Marketing Chapter 10: The Future

Download or read book Hispanic Marketing written by Felipe Korzenny and published by Routledge. This book was released on 2011-07-15 with total page 353 pages. Available in PDF, EPUB and Kindle. Book excerpt: Hispanic Marketing: Connecting with the New Latino Consumer is about using cultural insights to connect with Latino consumers. It’s about marketing strategies that tap into the passion of Hispanic consumers so that marketers and service providers can establish the deep connections they need for a successful campaign. This book provides an understanding of the Latino consumer that goes beyond simplistic recipes. This highly revised and expanded edition comes on the heels of new US Census figures: Hispanics now account for 53% of the US population growth since 2000, soaring to over 16% of the total population. Corporations are now realizing that they must incorporate Hispanic cultural values into their products, services, and communications. This edition reflects and responds to the profound changes the Latino market has experienced since the first edition. It considers the way in which changes in cultural identity, immigration, economics, and market synergies need to be addressed in a new relationship with Hispanic consumers. Twenty-five new industry case studies illustrate the chapters. These case studies show how brands from diverse categories have developed a cultural understanding of their Latino target and created campaigns that established strong bonds.

Download or read book Hispanic Customers for Life written by M. Isabel Valdés and published by Paramount Market Publishing. This book was released on 2008 with total page 214 pages. Available in PDF, EPUB and Kindle. Book excerpt: Isabel Valdes' most recent book features a completely new analysis of Latino segments, based on how long Latinos have lived in the U.S. culture. These new segments provide an understanding not just of acculturation, but of how the length of time in country affects the way companies should position their products for Latinos. These descriptions will help you quantify and differentiate among people who are recent arrivals in the U.S., those who are third generation and beyond, and those who are second generation. In reality, a huge share of the Latino population was born in the United States and the majority of babies born today in the U.S. have Latino parents.Hispanic Purchasing PowerThe Selig Center for Economic Growth at the University of Georgia estimates that U.S. Hispanic purchasing power increased dramatically during the 1990s and has continued to rise into the 21st century, from $212 billion in 1990 to $736 billion in 2005, a 347 percent increase over the 15 year period. By 2010, Jeffrey Humphrey, director of the Selig Center, projects Hispanic buying power will top $1 trillion. By 2050, some estimates place the value of Hispanic consumer marketplace between $2.5 and $3.6 trillion. With exciting new case studies and a focus on grassroots marketing and the internet, Ms. Valdes gives you the data and analysis you need to move your Latino marketing to the next level.

Download or read book Communicating with the Multicultural Consumer written by Barbara Mueller and published by Peter Lang. This book was released on 2008 with total page 356 pages. Available in PDF, EPUB and Kindle. Book excerpt: Communicating with the Multicultural Consumer highlights demographic changes impacting the consumer marketplace in the United States. Growing multiculturalism creates both new opportunities for marketers as well as new challenges. With a balance of theoretical and practical perspectives, this text explores how to develop successful campaigns targeting Hispanic Americans, African Americans, and Asian Americans. Complete with current examples and case studies, it addresses the key issues that must be kept in mind when creating effective communications programs for ethnic consumers - from marketing mix elements to cultural norms and values. Communicating with the Multicultural Consumer is an ideal text for advanced undergraduate and graduate students in specialized courses dealing with ethnic advertising or marketing. It is also an effective supplementary text for introductory advertising, marketing or mass communication courses, and would be useful to advertising practitioners - whether on the client side or within the advertising agency.

Download or read book The Routledge Companion to Advertising and Promotional Culture written by Emily West and published by Taylor & Francis. This book was released on 2023-04-04 with total page 554 pages. Available in PDF, EPUB and Kindle. Book excerpt: This comprehensive second edition provides an updated essential guide to the key issues, methodologies, concepts, debates, and policies that shape our everyday relationship with advertising. This updated edition takes a critical look at advertising and promotion during the explosion of digital and social media, as well as with significant social and cultural shifts, including the COVID-19 pandemic, the rise of the Black Lives Matter movement, the destabilization of democracies and rise of authoritarianism around the world, and intensification of the climate crisis. The book offers global perspectives on advertising and promotion with attention to issues of diversity and difference. It contains eight sections: Historical Perspectives on Advertising and Promotion; Promotional Industries; Advertising Audiences; Advertising Identities; Advertising and/in Crisis; Promotion and Politics; Promotionalism and Its Expansions; and Advertising, Promotion, and the Environment. With chapters written by leading international scholars working at the intersections of media and advertising studies, this book is a go-to source for scholars and students in communication, media studies, and advertising and marketing looking to understand the ways advertising has shaped consumer culture, in the past and present.

Download or read book Transcultural Marketing written by Marye Tharp and published by M.E. Sharpe. This book was released on 2014-05-20 with total page 405 pages. Available in PDF, EPUB and Kindle. Book excerpt: Because American consumers transmigrate between social identities in expressing their values and affiliations, marketers must apply transcultural marketing methods and offer a cultural values proposition to build long-term customer relationships. This unique book weaves these topics into profiles of 9 influential American subcultures currently shaping their members' marketplace choices.

Download or read book The Mass Media and Latino Politics written by Federico Subervi-Velez and published by Routledge. This book was released on 2009-03-04 with total page 547 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Latin-American population has become a major force in American politics in recent years, with expanding influences in local, state, and national elections. The candidates in the 2004 campaign wooed Latino voters by speaking Spanish to Latino audiences and courting Latino groups and PACs. Recognizing the rising influence of the Latino population in the United States, Federico Subervi-Velez has put together this edited volume, examining various aspects of the Latino and media landscape, including media coverage in English- and Spanish-language media, campaigns, and survey research.

Download or read book The Whole Enchilada written by Juan Faura and published by Paramount Market Publishing. This book was released on 2004 with total page 168 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Whole Enchilda,: Hispanic Marketing 101 is a practical guide to selling to Hispanics in the U.S. Using his many years in research and advertising, Juan Faura talks straight about your Hispanic customers, from a Hispanic point of view.

Download or read book Hispanic Marketing written by Felipe Korzenny and published by Taylor & Francis. This book was released on 2017-06-14 with total page 507 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Download or read book An Introduction to Intercultural Communication written by Fred E. Jandt and published by SAGE Publications. This book was released on 2020-07-24 with total page 521 pages. Available in PDF, EPUB and Kindle. Book excerpt: "The Tenth Edition of An Introduction to Intercultural Communication prepares today's readers to successfully navigate our increasingly global community. Fred E. Jandt introduces essential communication skills and concepts that will enable readers to interact successfully with different cultures and ethnic groups. Jandt offers readers unique insights into intercultural communication, at home and abroad, through an emphasis on history, culture, and popular media"--

Download or read book Enlightened Reform in Southern Europe and its Atlantic Colonies c 1750 1830 written by Gabriel Paquette and published by Routledge. This book was released on 2016-05-06 with total page 422 pages. Available in PDF, EPUB and Kindle. Book excerpt: Efforts to ascertain the influence of enlightenment thought on state action, especially government reform, in the long eighteenth century have long provoked stimulating scholarly quarrels. Generations of historians have grappled with the elusive intersections of enlightenment and absolutism, of political ideas and government policy. In order to complement, expand and rejuvenate the debate which has so far concentrated largely on Northern, Central and Eastern Europe, this volume brings together historians of Southern Europe (broadly defined) and its ultramarine empires. Each chapter has been explicitly commissioned to engage with a common set of historiographical issues in order to reappraise specific aspects of 'enlightened absolutism' and 'enlightened reform' as paradigms for the study of Southern Europe and its Atlantic empires. In so doing it engages creatively with pressing issues in the current historical literature and suggests new directions for future research. No single historian, working alone, could write a history that did justice to the complex issues involved in studying the connection between enlightenment ideas and policy-making in Spanish America, Brazil, France, Italy, Portugal and Spain. For this reason, this well-conceived, balanced volume, drawing on the expertise of a small, carefully-chosen cohort, offers an exciting investigation of this historical debate.

Download or read book U S Hispanic Market written by and published by . This book was released on 2004 with total page 318 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Download or read book Age or Need written by Bernice L. Neugarten and published by SAGE Publications, Incorporated. This book was released on 1983 with total page 308 pages. Available in PDF, EPUB and Kindle. Book excerpt: Should benefits for older people be based on age or need? Do programmes that serve only older people people deflect resources that should go to other people? Some of the contributors to this volume argue that social service programmes should be based on need, rather than defined groups of people. Apart from anything else, age-based programmes confirm negative stereotypes of older people, and lump them into an undifferentiated group. But would the reform of social services along these lines jeopardize the recent progress made in the condition of older people? New thoughts and new information are provided in support of both arguments. 'Here is a ringside seat at a critical juncture in the social reconstruction of old age' --

Download or read book Cross Cultural Marketing written by Dawn Burton and published by Routledge. This book was released on 2008-11-21 with total page 328 pages. Available in PDF, EPUB and Kindle. Book excerpt: This groundbreaking, new book offers a sophisticated approach to the challenges of developing marketing theories and practices that take into account the need for cross-cultural marketing in multi-cultural societies.

Download or read book How to Win the Hispanic Gold Rushtm written by Francisco Valle and published by iUniverse. This book was released on 2003-10 with total page 114 pages. Available in PDF, EPUB and Kindle. Book excerpt: The California Gold Rush of the 1850's produced great financial rewards for those visionaries who anticipated the needs of a promising market. We are currently at the beginning of another great business phenomenon: The Hispanic Gold RushT of the 21st century. Organizations have made the penetration of the Hispanic market a key component of their strategic growth plans, and are certainly trying to do all the "right things" to leverage the potential that the Hispanic market offers. However, in spite of their massive investments of effort and resources, many organizations have experienced only limited success. How to Win The Hispanic Gold RushT explains how to succeed in marketing to Hispanics, presents key demographic data and cultural factors about the Hispanic population, and provides practical tools to help organizations better direct their resources. In addition, it describes four steps that can be implemented to significantly increase the penetration of this important ethnic market. To learn more about this book please, visit: www.HispanicGoldRush.com

Download or read book Marketing to Hispanics written by Terry Soto and published by Kaplan Publishing. This book was released on 2006-03 with total page 282 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this invaluable handbook, a multicultural consulting guru shows business and marketing professionals how to take a disciplined, strategic approach to the Hispanic market.

Download or read book Public Health Reports written by and published by . This book was released on 1989 with total page 494 pages. Available in PDF, EPUB and Kindle. Book excerpt: