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Hispanic Marketing: A Cultural Perspective
Posted on 2010-04-15
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Author: Betty Ann Korzenny, Felipe Korzenny
Publisher: Butterworth-Heinemann (2005) Binding: Paperback, 352 pages pricer: $35.95 ISBN-10: 0750679034 editorialreviews This book is about strategic thinking in Hispanic marketing. The size and economic importance of the Hispanic market in the US are attracting enormous attention. The buying power of the US Hispanic market is now larger than the GDP of the entire country of Mexico, and it is the second largest Hispanic market in the world. Businesses and institutions have launched major initiatives to reach this important segment. Yet, the number of qualified individuals who understand the market is small; and many of those already catering to the market still struggle to learn about its intricacies. This book is a cultural approach to Hispanic marketing. Each of the chapters describes and explains the cultural principles of Latino marketing. Recent case studies help marketers relate to the material pragmatically. The book integrates concepts and practical examples and provides critical guidance to discern between alternative courses of action. This book is not about repeating well-known statistics, but about the Hispanic market as a cultural target. It takes a profound look at the values, beliefs, and emotions of US Hispanics, which impact consumer behaviour. Each of the chapters has been the subject of public presentations and lectures to marketing professionals. It is their positive reactions as well as the authors¡¯ dedication to Hispanic consumers which motivated this book. * The first book to offer a scientifically developed and validated theoretical framework to culturally customize websites * Offers practical guidelines to marketing professionals in the international marketplace and challenges the practice of a standardized approach to global e-marketing * Provides illustrative examples of the power of culture in influencing web browsing and online buying behavior checked
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2.5 out of 5 by Book123 |
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