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.

Texte du rabat

This book focuses on using cultural insights to connect with Hispanic consumers. This fourth edition brings up to date the theories, concepts and practices that help readers understand Hispanic consumers and marketing communication campaigns across Hispanic segments, and includes new case studies and instructor materials.

Contenu

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 8. The Hispanic Marketing Communication Industry in the US 10. The Power of the New Latino Consumer and the Future of US Marketing