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Hispanic Marketing

The Power of the New Latino Consumer

Felipe Korzenny author Sindy Chapa author Betty Ann Korzenny author

Format:Hardback

Publisher:Taylor & Francis Ltd

Published:14th Jun '17

Currently unavailable, and unfortunately no date known when it will be back

Hispanic Marketing cover

Hispanic Marketing: The Power of the New Latino Consumer focuses on using cultural insights to connect with Latino consumers. Now in its third edition, the book provides marketers with the skills necessary to perform useful Hispanic market analysis and thus develop effective integrated marketing communication strategies.

Brought to you by three leaders in the field of Hispanic Marketing, this third edition now includes:

  • twenty-seven new case studies which emphasize digital marketing applications
  • theories and discussions on recent changes to Hispanic culture and society
  • concepts of social identity, motivation, cognitive learning, acculturation, technology adaptation and the influence of word of mouth in relation to the Hispanic market
  • a brand new companion website for course instructors with PowerPoint slides, videos, testbank questions and assignment examples

Replete with marketing strategies that tap into the passion of Hispanic consumers, this book is the perfect companion for anyone specializing in Hispanic marketing who aims to build a meaningful connection between their brand and target markets.

ISBN: 9781138917781

Dimensions: unknown

Weight: 884g

480 pages

3rd edition