Hispanic marketing : connecting with the new Latino consumer / Felipe Korzenny, Betty Ann Korzenny.

Includes bibliographical references and index.

Cultural marketing : a new understanding — The composition of the Hispanic/Latino market — The Latino essence of "Hispanic" — Language considerations in marketing to US Hispanics — Enculturation, acculturation, and assimilation : a bicultural horizon — Latino subjective culture : insights for positioning — Culturally informed research among Latinos — The U.S. Hispanic marketing industry — The digital world of U.S. Latinos — Latino consumers and the future of U.S marketing.

Hispanic Marketing: Connecting with the New Latino Consumer is about using cultural insights to connect with Latino consumers. It's about marketing strategies that tap into the passion of Hispanic consumers so that marketers and service providers can establish the deep connections they need for a successful campaign. This book provides an understanding of the Latino consumer that goes beyond simplistic recipes. This highly revised and expanded edition comes on the heels of new US Census figures: Hispanics now account for 53% of the US population growth since 2000, soaring to over 16% of the total population. Corporations are now realizing that they must incorporate Hispanic cultural values into their products, services, and communications. This edition reflects and responds to the profound changes the Latino market has experienced since the first edition. It considers the way in which changes in cultural identity, immigration, economics, and market synergies need to be addressed in a new relationship with Hispanic consumers. Twenty-five new industry case studies illustrate the chapters. These case studies show how brands from diverse categories have developed a cultural understanding of their Latino target and created campaigns that established strong bonds.