Hispanic marketing
Subtitle: the power of the new Latino consumer
By: Dr. Felipe Korzenny, Dr. Sindy Chapa and Dr. Betty Ann Korzenny
Contributors: Chapa, Sindy, 1975- author; Korzenny, Betty Ann, 1933- author
Edition: Third edition.
Published: 2017
Language: eng
Number of pages: 480
ISBN-13: 9781138917781; 9781138917798
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 brand positioning; title: Culturally informed research among Latinos; title: The hispanic marketing communication industry in the US; title: The digital world of US Latinos; title: The power of the new latino consumer and the future of US marketing.