Hispanic Marketing: A Cultural Perspective
Hispanic Marketing: A Cultural Perspective
Description: This book is about strategic thinking in Hispanic marketing. The size & economic importance of the Hispanic market in the U.S. draw enormous attention. The purchasing power of the U.S. Hispanic market is at present larger than the GDP of the entire country of Mexico, & it is the second largest Hispanic market in the world. Companies & institutions have launched major initiatives into achieve this important segment. However, the number of qualified people who understand the market small, & many of those already catering into the market is still struggling into learn about its intricacies.
This book is a cultural approach into Hispanic marketing. Each chapter describes & explains the cultural principles of Latino marketing. Recent case studies help marketers relate pragmatically into the material. The book integrates concepts & practical examples & offers important information into make distinctions between alternative actions.
This book is never into repeat well-known statistics, but into the Hispanic market as a cultural destination. It takes a deep look at the values, beliefs & emotions of U.S. Hispanics, the impact on consumer behavior. Each of the chapters is the subject of public presentations & lectures into marketing professionals. It is their positive reactions & the authors’ dedication into 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 process of inculturation, acculturation & assimilation
Chapter 6 Cultural Dimensions & Archetypes
Chapter 7: Culturally Informed Strategy for Research Grounded
Chapter 8: USA. Hispanic media strategy for the Environment &
Chapter 9: The Evolution of Hispanic Marketing
Chapter 10: The Future
* The first complete guide into integrated marketing principles for the Hispanic market, the ‘fastest-growing demographic in the United States
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List Price: $ 42.95
Price: $ 27.95
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Tags: Cultural, Hispanic, Marketing, Perspective
July 24th, 2010 at 3:35 am
Review by D. Teran for Hispanic Marketing: A Cultural Perspective
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This is truly a pioneer work in the field of Hispanic Marketing. The author really disects the theory and uses case studies to illustrate his points. Highly recommended in a field that is still in an infant stage and relies heavily on empiric information. His analysis goes beyond the ‘business’ aspect of Hispanic Marketing giving it a cultural perspective.
July 24th, 2010 at 3:52 am
Review by Valeria Cesanelli for Hispanic Marketing: A Cultural Perspective
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Many of the information out there on Hispanic marketing is repetitive and basic. This book digs deep into the cultural issues that frame the topics that concern marketers. It provides insight for the non_hispanic that will leverage their marketing skills with knowledge of a culture that otherwise seems like a big puzzle with too many parts.
July 24th, 2010 at 4:04 am
Review by Marta Villanueva for Hispanic Marketing: A Cultural Perspective
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In this book, the Korzennys completely immerse the reader into the Hispanic mind by setting a firm foundation in history, demographics, socioeconomics, geography, and other aspects of the Hispanic experience. Taking the reader deep into complex concepts such as archetypes, core values, and beliefs, the Korzennys provide effective models and approaches for successfully targeting the Hispanic market. Reading each chapter of this book is like putting together a puzzle that when fitted together completes the picture of the Hispanic experience.
The richness of this book comes in the easy way it explains the complexities that exist in the Hispanic market, tackling complex issues like going beyond “superficially” marketing to Hispanics, English and Spanish language usage, acculturation dimensions, and archetypes, to name a few.
Accomplishing the daunting task of effectively catering to various readers with something for anyone interested in Hispanic market, this book will leave you feeling much better equipped to target the Hispanic market. With a solid foundation of basic knowledge, practical applications, and high level concepts, Hispanic Marketing: A Cultural Perspective is a must-read book that will never collect dust on your shelf… you will find yourself referring to it again and again for its wealth of insight and breadth of cultural knowledge.
July 24th, 2010 at 4:35 am
Review by Isabel Aneyba for Hispanic Marketing: A Cultural Perspective
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I always strive to better understand how to take advantage of the Hispanic market opportunity. I read the book “Hispanic Marketing” as soon as it came out in 2005. Since then I have read every single Hispanic marketing book that was issued. To my surprise this book is still the best. Each chapter and case is very detailed and offers an outstanding amount of knowledge, insight and foresight.
I simply called this book “the bible” for any one that is doing research, marketing, and targeting the Hispanic market. The cases shared in this book say “the truth” about how to successfully connect with Hispanics through cultural insights.
This book’s authors, Mr. and Mrs. Korzenny, are very generous marketers who want us – the readers- to succeed in all our Hispanic Marketing endeavors.
July 24th, 2010 at 5:20 am
Review by F. Jacobo for Hispanic Marketing: A Cultural Perspective
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I am finishing chapter 6 and I am truly enjoying it. It is quite straight forward, clear and a well supported book. it does a great work clearly stating facts and concepts that as professional Hispanic Marketer I know, empirically; clarifying end defining intrinsic concepts while providing research bases to back up the naturally obtained knowledge.
The book should be a great tool to educate anyone who gets involved in Hispanic mktg, regardless of degree of expertise; but particularly those of non-Hispanic background. For professional Hispanic marketers it makes a very good work establishing common bases of knowledge and standardizing conceptual language.
I am particularly enjoying the cases which are an excellent source of shared knowledge. The more I read these cases the more I want to study more of them. I am eager to be exposed to more updated ones and would love to be able to get more details on them.