Hispanic Marketing: The Evolution of the Latino Consumer
Author:   Felipe Korzenny ,  Sindy Chapa ,  Betty Ann Korzenny
Publisher:   Taylor & Francis Ltd
Edition:   4th edition
ISBN:  

9781032137742


Pages:   478
Publication Date:   21 November 2024
Format:   Paperback
Availability:   Not yet available   Availability explained
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Hispanic Marketing: The Evolution of the Latino Consumer


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Author:   Felipe Korzenny ,  Sindy Chapa ,  Betty Ann Korzenny
Publisher:   Taylor & Francis Ltd
Imprint:   Routledge
Edition:   4th edition
ISBN:  

9781032137742


ISBN 10:   1032137746
Pages:   478
Publication Date:   21 November 2024
Audience:   College/higher education ,  Tertiary & Higher Education
Format:   Paperback
Publisher's Status:   Forthcoming
Availability:   Not yet available   Availability explained
This item is yet to be released. You can pre-order this item and we will dispatch it to you upon its release.

Table of Contents

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

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Author Information

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 Korzenny’s 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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