Hispanic Marketing: The Evolution of the Latino Consumer focuses on using cultural insights to connect with Hispanic consumers. This fourth edition brings up to date the theories, concepts and practices that help readers understand Hispanic consumers and marketing communication campaigns across Hispanic segments.
Written by leaders in the field of Hispanic marketing, this book uses theories of culture, acculturation, and social identification, among others, to explain Hispanic consumer reactions to products and advertising. It explores cross-cultural values and issues associated with branding, language and acculturation, and provides the consumer insights required to understand, plan for, and respond to differences between Hispanic and non-Hispanic markets and across segmentation. Each chapter includes real-life case studies and distils the key implications for marketers, to ensure students grasp the essential concepts. This fourth edition includes:
- The introduction of marketing theories that have developed through studies on new and current topics in Hispanic consumer behavior;
- New topics such as bilingualism, artificial intelligence, cause-related marketing, boycotting behavior and influencer marketing;
- 28 all-new case studies;
- Updated figures and tables, including examples of advertisements and conceptual models;
- Instructor material including an instructor manual, slide pack and a test bank.
This is important reading for undergraduate and postgraduate students studying Hispanic marketing and consumer behaviour specifically, as well as those interested in cross-cultural consumer behaviour and multicultural marketing. Support materials for this book are available at www.routledge.com/9781032137742.
This book focuses on using cultural insights to connect with Hispanic consumers. This fourth edition brings up to date the theories, concepts and practices that help readers understand Hispanic consumers and marketing communication campaigns across Hispanic segments, and includes new case studies and instructor materials.
1. Cultural Marketing: A New Understanding
2. The Composition of the
Hispanic/Latino Market
3. The Latino Essence of Hispanic
4. Language
Considerations in Marketing to US Hispanics
5. Enculturation, Acculturation,
and Assimilation: A Bicultural Horizon
6. Latino Subjective Culture: Insights
for Brand Positioning
7. Culturally Informed Research Among Latinos
8. The
Hispanic Marketing Communication Industry in the US
9. The Digital World of
US Latinos
10. The Power of the New Latino Consumer and the Future of US
Marketing
Felipe Korzenny is Professor Emeritus at Florida State University (FSU), USA. At FSU, he founded and directed the first Center for Hispanic Marketing Communication in the United States. He now consults with major corporations on marketing to US Hispanics.
Sindy Chapa, Director of the Center for Hispanic Marketing Communication at FSU, USA, is a professor of courses related to Hispanic consumers, integrated marketing communication, and advertising.
Betty Ann Korzennys international experience and passion for cultural understanding have shaped her personal and professional life. Her collaboration in writing this book is the result of her long commitment to culturally sensitive customer-oriented marketing.
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