Korzenny F., Korzenny B.A. Hispanic Marketing: Connecting with the New Latino Consumer

2nd edition. — Routledge, 2011. — 406 p. — ISBN: 1856177947.Over 44 million Hispanics live in the U.S., representing a $932 billion economy and this Hispanic buying power exceeded that of African Americans in 2008. Corporations must recognize and incorporate Hispanic cultural values into their products, services, and communications. But what's the best method? What works? What doesn't? And more fundamentally, how can those corporations connect with today's Hispanic consumer? 'Hispanic Marketing' shows marketers how to best reach this widely misunderstood demographic, not by repeating well-known statistics, but through viewing the Hispanic market as a cultural target. The Korzennys take a profound look at the values, beliefs, and emotions of US Hispanics that impact consumer behavior and provide practical guidance on how to connect successfully with this group. Recent case studies help marketers relate to the material pragmatically. The book integrates concepts and practical examples and provides critical guidance to discern between alternative courses of action. As Dr. Felipe Korzenny, the author, says "The US Hispanic marketing has reached an important stage of maturity. What marketers need the most now is an edge over competitors. Understanding cultural issues will allow marketers to more fundamentally connect with Hispanic consumers. This is a book about establishing a cultural connection with Hispanics to beat the competition."* Shows marketers how to better connect with the Spanish consumer, a $932 billion US market
* Fully updated to include 2010 census data ensuring all references are up to date to aid today's marketer to target this lucrative segment * Brand new coverage of hispanics online, 2nd and 3rd generation hispanics and how social media such as MySpace and Facebook affect this market segment aids marketers in planning most effectively
Hispanic Marketing: Connecting with the New Latino Consumer is about using cultural insights to connect with Latino consumers. It's about marketing strategies that tap into the passion of Hispanic consumers so that marketers and service providers can establish the deep connections they need for a successful campaign. This book provides an understanding of the Latino consumer that goes beyond simplistic recipes.
This highly revised and expanded edition comes on the heels of new US Census figures: Hispanics now account for 53% of the US population growth since 2000, soaring to over 16% of the total population. Corporations are now realizing that they must incorporate Hispanic cultural values into their products, services, and communications.
This edition reflects and responds to the profound changes the Latino market has experienced since the first edition. It considers the way in which changes in cultural identity, immigration, economics, and market synergies need to be addressed in a new relationship with Hispanic consumers.
Twenty-five new industry case studies illustrate the chapters. These case studies show how brands from diverse categories have developed a cultural understanding of their Latino target and created campaigns that established strong bonds.
* Shows marketers how to better connect with the Hispanic consumer, over a $1 Trillion dollar US market
* Fully updated to include 2010 census data ensuring all references are up to date to aid today's marketer to target this lucrative segment
* Brand new coverage of hispanics online, 2nd and 3rd generation hispanics and how social media such as MySpace and Facebook affect this market segment aids marketers in planning most effectively