Hispanic Marketing: Connecting With The New Latino Consumer Download Free (EPUB, PDF)
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. * Shows marketers how to better connect with the Hispanic consumer, over a $1 Trillion dollar US market * Fully updated to include 2010 census data ensuring all references are up to date to aid today's marketer to target this lucrative segment * Brand new coverage of hispanics online, 2nd and 3rd generation hispanics and how social media such as MySpace and Facebook affect this market segment aids marketers in planning most effectively
Paperback: 410 pages
Publisher: Routledge; 2 edition (August 23, 2011)
Language: English
ISBN-10: 1856177947
ISBN-13: 978-1856177948
Product Dimensions: 6 x 1 x 9 inches
Shipping Weight: 1.4 pounds (View shipping rates and policies)
Average Customer Review: 4.8 out of 5 stars See all reviews (10 customer reviews)
Best Sellers Rank: #628,207 in Books (See Top 100 in Books) #122 in Books > Business & Money > Marketing & Sales > Marketing > Industrial #182 in Books > Business & Money > International > Global Marketing #697 in Books > Textbooks > Business & Finance > Marketing
As one of our most recent U.S. Presidents allegedly said to a campaign aide, "it's culture stupid" (see note below); this is what Drs. Felipe and Betty Ann Korzenny have captured in their updated edition of Hispanic Marketing. Missing from the dialogue among marketing executives in corporate America has been the core and central issue: Cultural Differences. Nearly two decades ago when I first met and worked with Dr. Felipe Korzenny we were in pursuit of the Holy Grail that would once-and-for-all enlighten corporate executives on the uniqueness of the Hispanic segment. Back then the easy default was language and for many today it remains the default.The Korzenny's thought leadership has been long over due. They join a few broad and deep thinkers like General Petraeus (co-author of Counterinsurgency, 2006) in identifying and articulating the importance of culture in winning the hearts, minds and wallets in the case of marketers to accomplish objectives and maximize opportunities. Understanding a market segment's cultural worldview will help you find common ground to make your brand resonate.Hispanic Marketing - Connecting with the New Latino Consumer is a must read for marketers and all Latinos in corporate America. Having a comprehensive understanding of ones culture will empower you to make a bigger difference by helping executives connect the dots.Note: the original statement was "it's the economy stupid"
It's impressive how fast things are moving and morphing in the US Hispanic Demographics. Drs. Felipe and Betty Ann Korzenny are not only keeping pace, but setting the stride, very quickly responding to the much expected and still unanticipated result of the 2010 census and the evolution of the Hispanic market, particularly the acculturation and natural growth versus immigration phenomenon and trends.This new edition contains information, insides and great cases useful for all sorts of specialists and newcomers: Experienced M2H professionals looking to update their knowledge and compare notes; general marketers looking into gaining a better understanding of the ever so important HM and for Business People who is considering or is in the process of getting into the Hispanic segment for the first time.This book, as the previous edition, is a great desktop topic reference book. The new cases -real-life examples of trend setting organizations are great; providing valuable exposure to agencies and leading companies that have embraced and are succeeding in their M2H investments.
"All marketing is cultural" is perhaps the strongest statement made in this book.In this new edition of their book on Hispanic marketing, Dr. Felipe Korzenny and Dr. Betty Ann Korzenny provide an updated and well needed look into today's complex Hispanic consumer. The book provides the necessary historical and cultural background to explain the current trends in Hispanic marketing and show a glimpse of the future of marketing in a multi-ethnic United States. Readers will navigate a familiar terrain of cultural dimensions and archetypes but applied to today's Latino consumer.Each chapter is followed by case study examples that bring the concepts and executions alive and allow readers of any level of expertise to learn something new.Any marketer working in today's multicultural America needs to read this book. Whether you are interested in the Hispanic market specifically, the general market, or any niche market, this book will help you think in terms of culture and will provide you with tools and approaches to better serve your public. This is not a bookshelf book. Read it, consult it, and you'll soon find yourself sharing it and talking about it.
The new edition of Hispanic Marketing is a classic, evolved. Felipe and Betty Ann Korzenny are pioneers in the Hispanic marketing world and this book shows that they also stay current and look ahead. The way this book presents fundamental Hispanic cultural insights and what they mean to marketers and researchers makes it a must read for students and professionals. As an account planner and researcher, I see myself revisiting the chapters on culture, again and again. I loved the fresh and inspiring section about different ways of obtaining cultural insights through literature and music, based on original research done by students at the Center for Hispanic Marketing Communication at Florida State University. What I find most valuable in this edition is the new case studies and the comprehensive chapter on Hispanics and the digital world (also based on original research from the Multicultural Marketing Study that Dr. Felipe Korzenny leads at FSU). Full of great essential cultural information, implications for practitioners, as well as hot topics, this book is a pleasure to read.
There are a number of good books that have been written on the topic of the US Hispanic market, but this book should be considered foundational and a must-read for anyone who is serious about effectively connecting with Latinos in the United States. The Korzennys have drawn on their many years of hands-on experience to provide the reader with an in-depth understanding of this diverse market and the importance of understanding it through a cultural approach.Building on their pioneer work originally published in 2005, they provide richly-detailed portraits of the diverse groups that make up the U.S. Hispanic market while highlighting the shared characteristics that can be leveraged for effective marketing. Most importantly, the Korzennys provide the reader with a solid conceptual framework to identify and assess the effectiveness of different marketing approaches, and brilliantly illustrate their points with a number of interesting and relevant case studies on how the conceptual framework can be applied on a practical basis.I can't recommend this book more!
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