by Felipe Korzenny, Betty Ann Korzenny
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Product Description
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
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Average Customer Review:
0 of 1 people found the following review helpful:
 Good perspective but still short... , 2008-05-06
This book is written in a very entertaining fashion that makes the reader want more. It shows the experience of both authors in marketing as well as the academic environment. However, it ends falling in the same pitfalls of traditional marketing track record: talking about Latino/Hispanic cultural values as a whole, unified experience. For instance, assertions such as "Latinos rate very high on the collectivism end of the continuum" still hurt the understanding of a complex, diversified market. According to Hofstede's (1980) scores of cultural behavior in the workplace, countries in Latin America rank at different levels, from scores as high as 46 for Argentina to a low six for Guatemala (being high ranks more individualistic). No, we don't all eat rice and beans...
3 of 3 people found the following review helpful:
Outstanding book. , 2007-09-24
Many of the information out there on Hispanic marketing is repetitive and basic. This book digs deep into the cultural issues that frame the topics that concern marketers. It provides insight for the non_hispanic that will leverage their marketing skills with knowledge of a culture that otherwise seems like a big puzzle with too many parts.
5 of 5 people found the following review helpful:
Read this book before trying to penetrate the Hispanic market, 2007-02-23
Hispanic Marketing: A Cultural Perspective is a book that should be required reading for anyone trying to reach the lucrative Hispanic market. Before reading this book and "Marketing to Hispanics: A Strategic Approach to Assessing and Planning Your Initiative," I had with limited success targeted the Hispanic market for my company. I had even gone as far as learning Spanish to help me. But nothing has helped me understand and reach the Hispanic market more than these two books. Each book is packed with resources, tools, and information that will help any business executive or business owner reach the Latino market.
6 of 6 people found the following review helpful:
A true insight, 2007-01-20
This is truly a pioneer work in the field of Hispanic Marketing. The author really disects the theory and uses case studies to illustrate his points. Highly recommended in a field that is still in an infant stage and relies heavily on empiric information. His analysis goes beyond the 'business' aspect of Hispanic Marketing giving it a cultural perspective.
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