Hispanic Marketing: The Evolution of the Latino Consumer [Hardcover]

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 Brand Positioning??7. Culturally Informed Research Among Latinos??8. The Hispanic Marketing Communication Industry in the US??9. The Digital World of US Latinos??10. The Power of the New Latino Consumer and the Future of US Marketing

This book focuses on using cultural insights to connect with Hispanic consumers. This fourth edition brings up to date the theories, concepts and practices that help readers understand Hispanic consumers and marketing communication campaigns across Hispanic segments, and includes new case studies and instructor materials.

Hispanic Marketing: The Evolution of the Latino Consumer focuses on using cultural insights to connect with Hispanic consumers. This fourth edition brings up to date the theories, concepts, and practices that help readers understand Hispanic consumers and marketing communication campaigns across Hispanic segments.

Written by leaders in the field of Hispanic marketing, this book uses theories of culture, acculturation, and social identification, among others, to explain Hispanic consumer reactions to products and advertising. It explores cross-cultural values and issues associated with branding, language, and acculturation, and provides the consumer insights required to understand, plan for, and respond to differences between Hispanic and non-Hispanic markets and across segmentation. Each chapter includes real-life case studies and distills the key implications for marketers, to ensure students grasp the essential concepts. This fourth edlSx