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Hispanic Marketing : a Cultural Perspective by Felipe Korzenny, Betty Ann Korzenny is a nonfiction available to read on EtoBox.

What is Hispanic Marketing : a Cultural Perspective about?

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

Who reads Hispanic Marketing : a Cultural Perspective?

Author

Felipe Korzenny, Betty Ann Korzenny

Publisher

Routledge

Published

2005

Language

EN

ISBN

9781136398704

Category

nonfiction

Subjects

Marketing, Business, Management