Hispanic marketing connecting with the new Latino consumer - Korzenny, Felipe; Korzenny, Betty Ann, 1933- (London ; Boston : Routledge, 2012)
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.
Includes bibliographical references and index.
Also available in print edition.
Mode of access: World Wide Web.
Keywords: Hispanic American consumers; Consumer behavior -- United States; Target marketing -- United States; Electronic books