- Paperback: 406 pages
- Publisher: Routledge; 2 edition (August 15, 2011)
- Language: English
- ISBN-10: 9781856177948
- ISBN-13: 978-1856177948
- ASIN: 1856177947
- Product Dimensions: 6 x 1 x 9 inches
- Shipping Weight: 1.4 pounds (View shipping rates and policies)
- Average Customer Review: 10 customer reviews
- Amazon Best Sellers Rank: #1,155,202 in Books (See Top 100 in Books)
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Hispanic Marketing, Second Edition: Connecting with the New Latino Consumer 2nd Edition
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"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.
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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.
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"
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.