Hispanic Marketing: The Power of the New Latino Consumer,Used

Hispanic Marketing: The Power of the New Latino Consumer,Used

In Stock
SKU: SONG0750679034
Brand: Routledge
$9.64
Quantity
Add to wishlist
Add to compare

Processing time: 1-3 days

US Orders Ships in: 3-5 days

International Orders Ships in: 8-12 days

Return Policy: 15-days return on defective items

Payment Option
Payment Methods

Help

If you have any questions, you are always welcome to contact us. We'll get back to you as soon as possible, withing 24 hours on weekdays.

Customer service

All questions about your order, return and delivery must be sent to our customer service team by e-mail at yourstore@yourdomain.com

Sale & Press

If you are interested in selling our products, need more information about our brand or wish to make a collaboration, please contact us at press@yourdomain.com

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 wellknown 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 CrossCultural MarketingChapter 2: Characteristics of the Hispanic MarketChapter 3: What Makes Hispanics HispanicChapter 4: The Role of Language in Hispanic MarketingChapter 5: The Processes of Enculturation, Acculturation, and AssimilationChapter 6 Cultural Dimensions and ArchetypesChapter 7: Culturally Informed Strategy Based on Grounded ResearchChapter 8: US. Hispanic Media Environment and StrategyChapter 9: The Evolution of Hispanic MarketingChapter 10: The Future

⚠️ WARNING (California Proposition 65):

This product may contain chemicals known to the State of California to cause cancer, birth defects, or other reproductive harm.

For more information, please visit www.P65Warnings.ca.gov.

Recently Viewed