Hispanic marketing: the power of the new Latino consumer

By:

Korzenny, Felipe

Contributor(s):

Material type: Text

TextPublication details: Abingdon, Oxon ; New York,London Routledge, Taylor & Francis Group 2017Edition: 3rd edDescription: xxv, 480ISBN:

9781138917798

Subject(s):

DDC classification:

658.8008968073 KOR

Summary: "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 ."

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Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Books	Symbiosis Institute of Business Management - Hyderabad General	Reference	658.8008968073 KOR (Browse shelf(Opens below))	Available		SIBMH-B-9325

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Previous	658.800 SLY How digital is your business?	658.8 VAR Marketing Communication: Principles and Practice	658.800285574 BAN Marketing database analytics:	658.8008968073 KOR Hispanic marketing: the power of the new Latino consumer	658.802 DRU Strategic marketing: planning and control	658.802 NEV Marketing methods to improve company strategy	658.802 PAR Contemporary issues in marketing and consumer behaviour	Next

"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 ."

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