Qty:1
  • List Price: $46.95
  • Save: $6.20 (13%)
Temporarily out of stock.
Order now and we'll deliver when available.
Order now and we'll deliver when available. We'll e-mail you with an estimated delivery date as soon as we have more information. Your account will only be charged when we ship the item.
Details
Ships from and sold by Amazon.com.
Gift-wrap available.
Hispanic Marketing: Conne... has been added to your Cart
+ $3.99 shipping
Used: Acceptable | Details
Condition: Used: Acceptable
Comment: Used books may be missing CD or access code. Book may suffer some shelf wear, may include notes and highlighting and bookstore stickers. Ships within two business days.
Access codes and supplements are not guaranteed with used items.
Sell yours for a Gift Card
We'll buy it for $15.43
Learn More
Trade in now
Have one to sell? Sell on Amazon
Flip to back Flip to front
Listen Playing... Paused   You're listening to a sample of the Audible audio edition.
Learn more
See this image

Hispanic Marketing: Connecting with the New Latino Consumer Paperback – August 23, 2011

ISBN-13: 978-1856177948 ISBN-10: 1856177947 Edition: 2nd

Buy New
Price: $40.75
19 New from $36.60 14 Used from $30.84
Rent from Amazon Price New from Used from
Kindle
"Please retry"
$11.36
Paperback
"Please retry"
$40.75
$36.60 $30.84
Free Two-Day Shipping for College Students with Amazon Student Free%20Two-Day%20Shipping%20for%20College%20Students%20with%20Amazon%20Student


Best Books of the Year
See the Best Books of 2014
Looking for something great to read? Browse our editors' picks for 2014's Best Books of the Year in fiction, nonfiction, mysteries, children's books, and much more.

Frequently Bought Together

Hispanic Marketing: Connecting with the New Latino Consumer + Empathetic Marketing: How to Satisfy the 6 Core Emotional Needs of Your Customers + Cultural Strategy: Using Innovative Ideologies to Build Breakthrough Brands
Price for all three: $102.96

Some of these items ship sooner than the others.

Buy the selected items together
NO_CONTENT_IN_FEATURE
Hero Quick Promo
Save up to 90% on Textbooks
Rent textbooks, buy textbooks, or get up to 80% back when you sell us your books. Shop Now

Product Details

  • Paperback: 406 pages
  • Publisher: Routledge; 2 edition (August 23, 2011)
  • Language: English
  • ISBN-10: 1856177947
  • ISBN-13: 978-1856177948
  • Product Dimensions: 1 x 6 x 9 inches
  • Shipping Weight: 1.4 pounds (View shipping rates and policies)
  • Average Customer Review: 4.8 out of 5 stars  See all reviews (9 customer reviews)
  • Amazon Best Sellers Rank: #435,122 in Books (See Top 100 in Books)

Editorial Reviews

Review

Felipe and Betty Ann have evolved their earlier work on Hispanic Marketing into a new and even stronger work that pushes the reader to become more strategic and thoughtful when developing marketing platforms for Latinos. The conceptual framework of Hispanic Marketing: Connecting with the New Latino Consumer is a thoughtful approach around creating marketing actions that are based on a deep understanding of Latino culture. The reader is provided the tools to be able to better interpret the cultural nuances of being Hispanic and how to make more informed and empathic marketing decisions.

J. Alexander M. Douglas, Jr., President Coca-Cola North America

Once again, the Korzennys leverage their extensive years of experience, research, and knowledge in Hispanic marketing to share new and valuable insights into the evolution of this dynamic marketplace.

Frank P. Ros, AVP, Latin American Affairs, The Coca-Cola Company

Drs Korzenny has produced another masterful work that takes us on a historic Hispanic cultural journey that allows us to understand the heterogeneity of Hispanics while applying this information to contemporary marketing strategies.

Richard Carmona, MD,MPH,FACS, 17th Surgeon General of the United States

“If you’re a marketer looking to better understand the lucrative Hispanic segment, then this book is for you. Felipe and Betty Ann Korzenny take you on a journey inside the mind of the Latino consumer and provide you with the perspective and facts you need to design more effective and efficient Hispanic marketing strategies.”

Gian Fulgoni - Chairman, comScore

"Even after 28+ years of conducting multicultural marketing research, reading this book was an eye-opener. It delves into nuances that anyone working in, or contemplating a career in, any type of marketing should read. The old assumptions have changed! This book brings together the proper questions a marketer should ask along with how to interpret the answers BEFORE potentially catastrophic mistakes are made."

Michael Halberstram, Interviewing Service of America

“This book should be on the desk of every marketer responsible for effectively understanding and targeting Hispanic consumers in the US. It’s an invaluable primer for those who are new to the market and need to understand the cultural history and dimensions of this population. Those who are well entrenched in this market will find the case studies, practical advice and overall frameworks well suited for further building their business case and exploring new ways to position their campaigns and products.”

Tamara Barber, Multicultural Marketing Expert

About the Author

Felipe Korzenny, Ph.D. is Professor and Founding Director of the Center for Hispanic Marketing Communication, Florida State University, Tallahassee, FL, USA and Co-Founder of Cheskin.

Betty Ann Korzenny is Associate Director at the Centre for Hispanic Marketing Communication, Florida State University, Tallahassee, FL, USA. She has held high-management positions in major US corporations and has been a business owner and executive in leading US consulting and marketing research companies.

Customer Reviews

4.8 out of 5 stars
5 star
7
4 star
2
3 star
0
2 star
0
1 star
0
See all 9 customer reviews
Good insight about the Hispanic population.
Lyss
The way this book presents fundamental Hispanic cultural insights and what they mean to marketers and researchers makes it a must read for students and professionals.
Maria G. Inglessis
The Korzennys are able to clearly define the key elements to look at when marketing to Hispanics.
Karen Garza

Most Helpful Customer Reviews

2 of 2 people found the following review helpful By Ray Celaya on April 1, 2012
Format: Paperback
As one of our most recent U.S. Presidents allegedly said to a campaign aide, "it's culture stupid" (see note below); this is what Drs. Felipe and Betty Ann Korzenny have captured in their updated edition of Hispanic Marketing. Missing from the dialogue among marketing executives in corporate America has been the core and central issue: Cultural Differences. Nearly two decades ago when I first met and worked with Dr. Felipe Korzenny we were in pursuit of the Holy Grail that would once-and-for-all enlighten corporate executives on the uniqueness of the Hispanic segment. Back then the easy default was language and for many today it remains the default.

The Korzenny's thought leadership has been long over due. They join a few broad and deep thinkers like General Petraeus (co-author of Counterinsurgency, 2006) in identifying and articulating the importance of culture in winning the hearts, minds and wallets in the case of marketers to accomplish objectives and maximize opportunities. Understanding a market segment's cultural worldview will help you find common ground to make your brand resonate.

Hispanic Marketing - Connecting with the New Latino Consumer is a must read for marketers and all Latinos in corporate America. Having a comprehensive understanding of ones culture will empower you to make a bigger difference by helping executives connect the dots.

Note: the original statement was "it's the economy stupid"
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
1 of 1 people found the following review helpful By Maria G. Inglessis on October 20, 2011
Format: Paperback
The new edition of Hispanic Marketing is a classic, evolved. Felipe and Betty Ann Korzenny are pioneers in the Hispanic marketing world and this book shows that they also stay current and look ahead. The way this book presents fundamental Hispanic cultural insights and what they mean to marketers and researchers makes it a must read for students and professionals. As an account planner and researcher, I see myself revisiting the chapters on culture, again and again. I loved the fresh and inspiring section about different ways of obtaining cultural insights through literature and music, based on original research done by students at the Center for Hispanic Marketing Communication at Florida State University. What I find most valuable in this edition is the new case studies and the comprehensive chapter on Hispanics and the digital world (also based on original research from the Multicultural Marketing Study that Dr. Felipe Korzenny leads at FSU). Full of great essential cultural information, implications for practitioners, as well as hot topics, this book is a pleasure to read.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
1 of 1 people found the following review helpful By Octavio Jacobo on November 14, 2011
Format: Paperback Verified Purchase
It's impressive how fast things are moving and morphing in the US Hispanic Demographics. Drs. Felipe and Betty Ann Korzenny are not only keeping pace, but setting the stride, very quickly responding to the much expected and still unanticipated result of the 2010 census and the evolution of the Hispanic market, particularly the acculturation and natural growth versus immigration phenomenon and trends.
This new edition contains information, insides and great cases useful for all sorts of specialists and newcomers: Experienced M2H professionals looking to update their knowledge and compare notes; general marketers looking into gaining a better understanding of the ever so important HM and for Business People who is considering or is in the process of getting into the Hispanic segment for the first time.
This book, as the previous edition, is a great desktop topic reference book. The new cases -real-life examples of trend setting organizations are great; providing valuable exposure to agencies and leading companies that have embraced and are succeeding in their M2H investments.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
1 of 1 people found the following review helpful By A Reyes on October 9, 2011
Format: Paperback
"All marketing is cultural" is perhaps the strongest statement made in this book.
In this new edition of their book on Hispanic marketing, Dr. Felipe Korzenny and Dr. Betty Ann Korzenny provide an updated and well needed look into today's complex Hispanic consumer. The book provides the necessary historical and cultural background to explain the current trends in Hispanic marketing and show a glimpse of the future of marketing in a multi-ethnic United States. Readers will navigate a familiar terrain of cultural dimensions and archetypes but applied to today's Latino consumer.

Each chapter is followed by case study examples that bring the concepts and executions alive and allow readers of any level of expertise to learn something new.

Any marketer working in today's multicultural America needs to read this book. Whether you are interested in the Hispanic market specifically, the general market, or any niche market, this book will help you think in terms of culture and will provide you with tools and approaches to better serve your public. This is not a bookshelf book. Read it, consult it, and you'll soon find yourself sharing it and talking about it.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
1 of 1 people found the following review helpful By cb on October 5, 2011
Format: Paperback
There are a number of good books that have been written on the topic of the US Hispanic market, but this book should be considered foundational and a must-read for anyone who is serious about effectively connecting with Latinos in the United States. The Korzennys have drawn on their many years of hands-on experience to provide the reader with an in-depth understanding of this diverse market and the importance of understanding it through a cultural approach.

Building on their pioneer work originally published in 2005, they provide richly-detailed portraits of the diverse groups that make up the U.S. Hispanic market while highlighting the shared characteristics that can be leveraged for effective marketing. Most importantly, the Korzennys provide the reader with a solid conceptual framework to identify and assess the effectiveness of different marketing approaches, and brilliantly illustrate their points with a number of interesting and relevant case studies on how the conceptual framework can be applied on a practical basis.

I can't recommend this book more!
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again

More About the Authors

Discover books, learn about writers, read author blogs, and more.

What Other Items Do Customers Buy After Viewing This Item?