Hispanic marketing : connecting with the new Latino consumer /
Korzenny, Felipe.
Korzenny, Betty Ann,1933-
London : Routledge,
2012.
Includes bibliographical references and index.
Cultural marketing : a new understanding -- The composition of the Hispanic/Latino market -- The Latino essence of "Hispanic" -- Language considerations in marketing to US Hispanics -- Enculturation, acculturation, and assimilation : a bicultural horizon -- Latino subjective culture : insights for positioning -- Culturally informed research among Latinos -- The U.S. Hispanic marketing industry -- The digital world of U.S. Latinos -- Latino consumers and the future of U.S marketing.
Hispanic American consumers.
Consumer behavior
Target marketing