TY  - BOOK
AU  - Korzenny,Felipe
AU  - Chapa,Sindy
AU  - Korzenny,Betty Ann
TI  - Hispanic marketing: the evolution of the Latino consumer 
SN  - 9781003230755
U1  - 658.80089/68073 23/eng/20241218
PY  - 2024///
CY  - Abingdon, Oxon, New York, NY
PB  - Routledge
KW  - Hispanic American consumers
KW  - Consumer behavior
KW  - United States
KW  - Target marketing
KW  - BUSINESS & ECONOMICS / Marketing / General
KW  - SOCIAL SCIENCE / Ethnic Studies / Hispanic American Studies
N2  - "Hispanic Marketing: The Evolution of the Latino Consumer focuses on using cultural insights to connect with Hispanic consumers. This fourth edition brings up to date the theories, concepts and practices that help readers understand Hispanic consumers and marketing communication campaigns across Hispanic segments. Written by leaders in the field of Hispanic marketing, this book uses theories of culture, acculturation, and social identification, among others, to explain Hispanic consumer reactions to products and advertising. It explores cross-cultural values and issues associated with branding, language and acculturation, and provides the consumer insights required to understand, plan for, and respond to differences between Hispanic and non-Hispanic markets and across segmentation. Each chapter includes real-life case studies and distils the key implications for marketers, to ensure students grasp the essential concepts. This fourth edition includes: The introduction of marketing theories that have developed through studies on new and current topics in Hispanic consumer behavior; New topics such as bilingualism, artificial intelligence, cause-related marketing, boycotting behavior and influencer marketing; 28 all-new case studies; Updated figures and tables, including examples of advertisements and conceptual models; Instructor material including an instructor manual, slide pack and a test bank. This is important reading for undergraduate and postgraduate students studying Hispanic marketing and consumer behaviour specifically, as well as those interested in cross-cultural consumer behaviour and multicultural marketing"--
UR  - https://www.taylorfrancis.com/books/9781003230755
ER  -