Hispanic marketing [electronic resource] : connecting with the new Latino consumer / Felipe Korzenny, Betty Ann Korzenny.

By:

Korzenny, Felipe

Contributor(s):

Korzenny, Betty Ann, 1933-

Material type:

TextPublication details: London ; Boston : Routledge, c2012.Edition: 2nd edDescription: xxiv, 386 p. : ill. (chiefly col.), col. maps, col. portsISBN:

9780080962788 (e-book : PDF)

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Genre/Form:

Electronic books.

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Also available in print edition.

Contents:

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.

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Includes bibliographical references and index.

Also available in print edition.

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