000			02763nam a2200289Ia 4500
001			2161
008			230305s2012 xx 000 0 und d
020			_a9781856177948
040			_cTBS
041			_aeng
050			_aHF5415.33.U6 _bK67 2012
100			_aKorzenny, Felipe _921819 _eauthor
245		0	_aHispanic marketing _b: connecting with the new Latino consumer _c/ Felipe Korzenny, Betty Ann Korzenny.
250			_aSecond edition.
260			_bLondon ; New York, NY : Routledge, 2012.
300			_axxiv, 386 pages : illustrations (chiefly color) ; 23 cm.
504			_aIncludes bibliographical references and index.
505			_aCultural marketing : a new understanding — The composition of the Hispanic/Latino market — The Latino essence of "Hispanic" — Language considerations in marketing to US Hispanics — Enculturation, acculturation, and assimilation : a bicultural horizon — Latino subjective culture : insights for positioning — Culturally informed research among Latinos — The U.S. Hispanic marketing industry — The digital world of U.S. Latinos — Latino consumers and the future of U.S marketing.
520			_aHispanic 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.
650		0	_aConsumer behavior _zUnited States
650		0	_aConsumer behavior _zUnited States
650		0	_aConsumer behavior
653			_aBibliography M1 - International Business in LATAM
700			_aKorzenny, Betty Ann _d1933- _eauthor _921818
942			_2lcc
999			_c2101 _d2101
655			_aConsumer behavior -- Textbooks