Hispanic marketing
Korzenny, Felipe.
Hispanic marketing connecting with the new Latino consumer / [electronic resource] : Felipe Korzenny, Betty Ann Korzenny. - 2nd ed. - London ; Boston : Routledge, c2012. - xxiv, 386 p. : ill. (chiefly col.), col. maps, col. ports.
Includes bibliographical references and index.
1. 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 positioning -- 7. Culturally informed research among Latinos -- 8. The US Hispanic marketing industry -- 9. The digital world of US Latinos -- 10. Latino consumers and the future of US marketing.
Mode of access: World Wide Web.
9780080962788 (e-book : PDF)
Hispanic American consumers.
Consumer behavior--United States.
Target marketing--United States.
Electronic books.
Hispanic marketing connecting with the new Latino consumer / [electronic resource] : Felipe Korzenny, Betty Ann Korzenny. - 2nd ed. - London ; Boston : Routledge, c2012. - xxiv, 386 p. : ill. (chiefly col.), col. maps, col. ports.
Includes bibliographical references and index.
1. 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 positioning -- 7. Culturally informed research among Latinos -- 8. The US Hispanic marketing industry -- 9. The digital world of US Latinos -- 10. Latino consumers and the future of US marketing.
Mode of access: World Wide Web.
9780080962788 (e-book : PDF)
Hispanic American consumers.
Consumer behavior--United States.
Target marketing--United States.
Electronic books.