Hispanic marketing
Subtitle: a cultural perspective
By: Felipe Korzenny, Betty Ann Korzenny
Contributors: Korzenny, Betty Ann, 1933-
Edition: 2nd ed.
Publisher: Butterworth-Heinemann
Published: 2012
Place of publication: Amsterdam; Boston
Language: eng
ISBN-13: 9781856177948
Subjects: Consumer behavior; Hispanic American consumers; Target marketing
Notes: Includes bibliographical references and index.
Table of contents: title: Cultural marketing : a new understanding; title: The composition of the Hispanic/Latino market; title: The Latino essence of "Hispanic"; title: Language considerations in marketing to US Hispanics; title: Enculturation, acculturation, and assimilation : a bicultural horizon; title: Latino subjective culture : insights for positioning; title: Culturally informed research among Latinos; title: The U.S. Hispanic marketing industry; title: The digital world of U.S. Latinos; title: Latino consumers and the future of U.S marketing.