Customer Reviews

Hispanic Marketing: A Cultural Perspective

5 star:		(6)
4 star:		(2)
3 star:		(0)
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This is truly a pioneer work in the field of Hispanic Marketing. The author really disects the theory and uses case studies to illustrate his points. Highly recommended in a field that is still in an infant stage and relies heavily on empiric information. His analysis goes beyond the 'business' aspect of Hispanic Marketing giving it a cultural perspective.

Many of the information out there on Hispanic marketing is repetitive and basic. This book digs deep into the cultural issues that frame the topics that concern marketers. It provides insight for the non_hispanic that will leverage their marketing skills with knowledge of a culture that otherwise seems like a big puzzle with too many parts.

In this book, the Korzennys completely immerse the reader into the Hispanic mind by setting a firm foundation in history, demographics, socioeconomics, geography, and other aspects of the Hispanic experience. Taking the reader deep into complex concepts such as archetypes, core values, and beliefs, the Korzennys provide effective models and approaches for successfully targeting the Hispanic market. Reading each chapter of this book is like putting together a puzzle that when fitted together completes the picture of the Hispanic experience.

The richness of this book comes in the easy way it explains the complexities that exist in the Hispanic market, tackling complex issues like going beyond "superficially" marketing to Hispanics, English and Spanish language usage, acculturation dimensions, and archetypes, to name a few.

Accomplishing the daunting task of effectively catering to various readers with something for anyone interested in Hispanic market, this book will leave you feeling much better equipped to target the Hispanic market. With a solid foundation of basic knowledge, practical applications, and high level concepts, Hispanic Marketing: A Cultural Perspective is a must-read book that will never collect dust on your shelf... you will find yourself referring to it again and again for its wealth of insight and breadth of cultural knowledge.

I always strive to better understand how to take advantage of the Hispanic market opportunity. I read the book "Hispanic Marketing" as soon as it came out in 2005. Since then I have read every single Hispanic marketing book that was issued. To my surprise this book is still the best. Each chapter and case is very detailed and offers an outstanding amount of knowledge, insight and foresight.

I simply called this book "the bible" for any one that is doing research, marketing, and targeting the Hispanic market. The cases shared in this book say "the truth" about how to successfully connect with Hispanics through cultural insights.

This book's authors, Mr. and Mrs. Korzenny, are very generous marketers who want us - the readers- to succeed in all our Hispanic Marketing endeavors.

I am finishing chapter 6 and I am truly enjoying it. It is quite straight forward, clear and a well supported book. it does a great work clearly stating facts and concepts that as professional Hispanic Marketer I know, empirically; clarifying end defining intrinsic concepts while providing research bases to back up the naturally obtained knowledge.
The book should be a great tool to educate anyone who gets involved in Hispanic mktg, regardless of degree of expertise; but particularly those of non-Hispanic background. For professional Hispanic marketers it makes a very good work establishing common bases of knowledge and standardizing conceptual language.
I am particularly enjoying the cases which are an excellent source of shared knowledge. The more I read these cases the more I want to study more of them. I am eager to be exposed to more updated ones and would love to be able to get more details on them.

Felipe and Betty Ann Korzenny have written the definitive resource for Hispanic marketing professionals. If you are considering entering the Hispanic market, this is the first book you should refer to for best practices. The section on consumer research and focus groups, for example, explains how Hispanics may respond differently to interview questions because of their cultural orientation to agree with interviewers. In contrast, Caucasians feel much more comfortable stating their opinion directly, positive or negative. Thus, the Korzennys help marketers consider how best to ask questions of Hispanic consumers to uncover the answers they seek.

If you are looking for the answer to why should I target Hispanic Consumers, what makes them different and what should I know before I embark on that quest? You only need to read this book.

This book is written in a very entertaining fashion that makes the reader want more. It shows the experience of both authors in marketing as well as the academic environment. However, it ends falling in the same pitfalls of traditional marketing track record: talking about Latino/Hispanic cultural values as a whole, unified experience. For instance, assertions such as "Latinos rate very high on the collectivism end of the continuum" still hurt the understanding of a complex, diversified market. According to Hofstede's (1980) scores of cultural behavior in the workplace, countries in Latin America rank at different levels, from scores as high as 46 for Argentina to a low six for Guatemala (being high ranks more individualistic). No, we don't all eat rice and beans...