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
* The first comprehensive guide to integrated marketing principles for the Hispanic market, the fastest-growing demographic in the United States
* Provides insight, conceptual tools and guidance to marketers on effective positioning of products in this market
* Creates a framework for to delineate the Hispanic market from larger ethnic and cross-cultural marketing approaches
编辑推荐
"There is no more important segment of the American consumer marketplace of tomorrow than Hispanics, and there is no more important book to read about marketing to Hispanics than this one.Every page delivers an insight worth knowing.Most marketers get it wrong when it comes to Hispanics, leaving an enormous opportunity for first movers who do it right.This book shows the way to get there first.I've put it on the Yankelovich short list of must-read books."
--J. Walker Smith, Ph.D., President, Yankelovich Partners, Inc.
"The Korzennys have accomplished a complex feat in their new book, Hispanic Marketing.
Somehow this powerful and important work satisfies the needs of anyone and everyone that has an interest in the evolution, realities, theories, craft, art and science of US Hispanic marketing. Additionally, it serves to provide insight into the societal and cultural aspects of the US Latino experience.Top level marketers will appreciate the specific action-oriented recommendations and key marketing implications that accompany each chapter.Advertising agency executives from integrated marketing disciplines will value the Korzenny's depth of experience and objectivity in presenting the many sides to the many stories that make up a day in the life the multi-dimensional US Hispanic consumer.But this is also a wonderful book for non-industry readers to embrace because of the story it tells about the vibrant history and significant future of Latinos in the rich culturally-blended story that is unique to life in the United States."
-- Rochelle Newman-Carrasco, CEO, Enlace Communications
"The Korzennys understand the Latino market deeply and thoroughly. Reading their book is like sitting in one of their seminars and being enthralled by their insights and depth of knowledge.Their writing is especially powerful in that it demonstrates hands-on knowledge of consumers, marketers and Latino advertising agencies. The Korzennys provides actionable answers to frequently asked questions and guidance on how to manage the obstacles in developing effective marketing programs."
-- Hector Orci, CEO/Co-Chair, La Agencia de Orc?- & Asociados
"This book is a must read for not just those engaged in ethnic marketing but for all marketing professionals.Hispanic Marketing provides true insight into the Hispanic market and compelling rationale for addressing Hispanic consumers as part of any organized approach to marketing in the U.S.
overall.This market segment is far too large, far too affluent, and growing far too quickly to be ignored - and yet it is much too rich and distinct as a culture to be communicated to superficially.Felipe and Betty Ann Korzenny provide us with salient information, and more importantly, tools and an approach, to unlock the full potential of the
Hispanic consumer.This book is truly a breakthrough in enabling a comprehensive and meaningful understanding of this market.
- Michael Durance, Vice President & General Manager, Telecommunication Systems Division Communications Information Group, Toshiba America Information Systems, Inc.
"During many years of working in Hispanic Marketing I have never seen anything that so clearly describes and understands the complex dynamics of the New America.
The Korzennys have built over many years their reputation as the best Multi-cultural minds of our business. I have entrusted them with many projects in our 10 years of relationship and always relied on their expert advice. This work allows me to confirm once again that they are the leaders of thought I always knew and will continue to lead insight development within the Hispanic Market as they shape the minds of generations to come."
-- Juan Carlos Oli
| 出版社 | A Butterworth-Heinemann Title |
|---|---|
| 作者 | Felipe Korzenny |