E-Book Overview
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. Chapter 1: The Role of Culture in Cross-Cultural Marketing Chapter 2: Characteristics of the Hispanic Market Chapter 3: What Makes Hispanics "Hispanic" Chapter 4: The Role of Language in Hispanic Marketing Chapter 5: The Processes of Enculturation, Acculturation, and Assimilation Chapter 6 Cultural Dimensions and Archetypes Chapter 7: Culturally Informed Strategy Based on Grounded Research Chapter 8: US. Hispanic Media Environment and Strategy Chapter 9: The Evolution of Hispanic Marketing Chapter 10: The Future * The first comprehensive guide to integrated marketing principles for the Hispanic market, the fastest-growing demographic in the United States * Provides insight, conceptual tools and guidance to marketers on effective positioning of products in this market * Creates a framework for to delineate the Hispanic market from larger ethnic and cross-cultural marketing approaches
E-Book Content
Hispanic Marketing: A Cultural Perspective
Felipe Korzenny Betty Ann Korzenny
AMSTERDAM • BOSTON • HEIDELBERG • LONDON NEW YORK • OXFORD • PARIS • SAN DIEGO SAN FRANCISCO • SINGAPORE • SYDNEY • TOKYO
Advance Praise for Hispanic Marketing “This book is a must-read not only for those engaged in ethnic marketing, but for all marketing professionals. Hispanic Marketing provides true insight into the Hispanic market and compelling rationale for addressing Hispanic consumers as part of any organized approach to marketing in the U.S. overall. This market segment is far too large, far too affluent, and growing far too quickly to be ignored—and yet it is much too rich and distinct as a culture to be communicated to superficially. Felipe and Betty Ann Korzenny provide us with salient information, and more importantly, tools and an approach, to unlock the full potential of the Hispanic consumer. This book is truly a breakthrough in enabling a comprehensive and meaningful understanding of this market.” —Michael Durance, Vice President & General Manager, Telecommunication Systems Division, Communications Information Group, Toshiba America Information Systems, Inc. “Account planners contemplating how they might grow a brand with the Hispanic consumer will zoom up the learning curve with a read of this book. Planners will also find a very useful guide for the next steps they need to take to collect the category and brand specific insights they need to forge a strong emotional brand connection with Hispanic consumers. And they will be inspired by the many case studies di