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Hispanic marketing : connecting with the new latino consumer /

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Bibliographic Details
Main Author: Korzenny, Felipe
Corporate Author: ebrary, Inc
Other Authors: Korzenny, Betty Ann, 1933-
Format: eBook
Language:English
Published: Amsterdam ; Boston [Mass.] : Butterworth-Heinemann, [2012]
Edition:2nd ed.
Subjects:
Hispanic American consumers.
Consumer behavior > United States.
Target marketing > United States.
Electronic books.
Online Access:Connect to the full text of this electronic book
Table of Contents:
  • 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.