Hispanic Market Power
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Hispanic Market Power
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Author : Isaac Mizrahi
language : en
Publisher: Taylor & Francis
Release Date : 2023-05-03
Hispanic Market Power written by Isaac Mizrahi and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2023-05-03 with Business & Economics categories.
The U.S. Hispanic segment represents the most prominent demographic growth in the country, and a huge and untapped business opportunity for companies willing to move away from preconceived notions and market effectively to Hispanic customers. This book shows you how. Now more than ever, corporations operating in the US should see the Hispanic population at the core of their existing and future strategies, but many leaders believe Hispanic marketing is the same marketing you run for Anglos but translated into Spanish, or that all Hispanics are undocumented immigrants with no purchasing power, or that using Mariachis in their communications is the way to connect with this diverse segment. It’s time for a modern approach, and in this book, Isaac Mizrahi, one of the country’s leading voices in multicultural marketing, uses his unique experience as a corporate executive, agency CEO, and industry leader to help businesses grow by leveraging the booming Hispanic consumer segment to drive sales. Filled with straightforward talk, illustrative case studies, and pragmatic suggestions and recommendations, this book counterbalances academic books on the topic with little connection to day-to-day reality and other books with a more political standpoint. This is a business book created by a marketer for other marketers and business leaders looking to succeed in the U.S.
Hispanic Marketing
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Author : Felipe Korzenny
language : en
Publisher: Routledge
Release Date : 2012-06-25
Hispanic Marketing written by Felipe Korzenny and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-06-25 with Business & Economics categories.
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 Power Of Business En Espanol
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Author : Jose Cancela
language : es
Publisher: HarperCollins e-books
Release Date : 2009-10-13
The Power Of Business En Espanol written by Jose Cancela and has been published by HarperCollins e-books this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-10-13 with Business & Economics categories.
Este libro da a los lectores las claves simples para entender a la gente, el mercado y la cultura, de cómo hacer frente a muchos dialiects de españoles, a aprender, donde este consumidor español dominante realmente vive y gasta el dinero.
The Power Of Business En Espanol
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Author : Jose Cancela
language : en
Publisher: Rayo
Release Date : 2007-03-13
The Power Of Business En Espanol written by Jose Cancela and has been published by Rayo this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-03-13 with Business & Economics categories.
In The Power of Business en Español, Cancela, one of the most well-respected business experts in the Spanish-speaking world, provides readers with a guide to the exciting—yet often confusing—Spanish-language market. From how to deal with the many Spanish accents and colloquialisms to learning where the Spanish-dominant consumer really lives and spends money, The Power of Business en Español is a book that will demystify Spanish-dominant consumers for non-Spanish speakers. Broken down into seven easy chapters that include specific examples of real companies that have been successful (or unsuccessful) in their marketing techniques for this demographic, this handbook gives you the tools to build your business and reach out to this rapidly expanding market. Giving readers simple keys to understanding the people, the culture, and the language that unites this growing segment of the population, The Power of Business en Español is a road map for anyone who wants to prepare their business for the language hurdles of the twenty-first century or simply wants to learn more about their new neighbors.
The Rise Of The Hispanic Market In The United States Challenges Dilemmas And Opportunities For Corporate Management
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Author : Louis E. V. Nevaer
language : en
Publisher: Routledge
Release Date : 2015-06-03
The Rise Of The Hispanic Market In The United States Challenges Dilemmas And Opportunities For Corporate Management written by Louis E. V. Nevaer and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2015-06-03 with Business & Economics categories.
Not only are Hispanics the largest minority group in the United States, but Mexico is fast becoming our major trading partner, surpassing even Japan. In fact, the U.S. now has the fourth largest Spanish-speaking population in the world, after Mexico, Spain, and Argentina. How has this demographic group transformed the U.S. into a bi-lingual nation within the span of a generation? Why do Hispanics resist assimilation and insist on speaking Spanish in public life? And how can businesses effectively reach the emerging Hispanic consumer market with its estimated puchasing power of USD1 trillion by 2010? These questions constitute the single-most important marketing challenge for corporate America in the twenty-first century. This book examines the Hispanic worldview and how it informs people's economic decisions, both in the United States and across North America. It challenges the viewpoint that American culture will soon dominate its NAFTA trading partners, looks carefully at the market for Hispanic goods in the U.S. and the market for our goods throughout the Spanish-speaking world, and shows how marketeers are now reaching the Hispanic community domestically. The information and insights found here are essential for teachers, students, and professionals in the fields of international finance and world trade, as well as almost all areas of business, marketing, and strategic planning.
Hispanic Marketing
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Author : Felipe Korzenny
language : en
Publisher: Taylor & Francis
Release Date : 2017-06-14
Hispanic Marketing written by Felipe Korzenny and has been published by Taylor & Francis this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-06-14 with Business & Economics categories.
Hispanic Marketing: 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.
The Power Of Business En Espanol
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Author : Jose Cancela
language : en
Publisher: Collins
Release Date : 2008-02-01
The Power Of Business En Espanol written by Jose Cancela and has been published by Collins this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-02-01 with Business & Economics categories.
In The Power of Business en Espan ol, Cancela, one of the most well-respected business experts in the Spanish-speaking world, provides readers with a guide to the exciting-- yet often confusing-- Spanish-language market. From how to deal with the many Spanish accents and colloquialisms to learning where the Spanish-dominant consumer really lives and spends money, The Power of Business en Espan ol is a book that will demystify Spanish-dominant consumers for non-Spanish speakers. Broken down into seven easy chapters that include specific examples of real companies that have been successful (or unsuccessful) in their marketing techniques for this demographic, this handbook gives you the tools to build your business and reach out to this rapidly expanding market. Giving readers simple keys to understanding the people, the culture, and the language that unites this growing segment of the population, The Power of Business en Espan ol is a road map for anyone who wants to prepare their business for the language hurdles of the twenty-first century or simply wants to learn more about their new neighbors.
Latino Boom
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Author : Chiqui Cartagena
language : en
Publisher:
Release Date : 2005
Latino Boom written by Chiqui Cartagena and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2005 with Business & Economics categories.
A guide to succeeding in the Hispanic market that offers business owners tips for appealing to the three dominant Latino groups, influencing Hispanic teens, choosing the right market location, and more.
How To Win The Hispanic Gold Rushtm
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Author : Francisco Valle
language : en
Publisher: iUniverse
Release Date : 2003-10
How To Win The Hispanic Gold Rushtm written by Francisco Valle and has been published by iUniverse this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003-10 with Business & Economics categories.
The California Gold Rush of the 1850's produced great financial rewards for those visionaries who anticipated the needs of a promising market. We are currently at the beginning of another great business phenomenon: The Hispanic Gold RushT of the 21st century. Organizations have made the penetration of the Hispanic market a key component of their strategic growth plans, and are certainly trying to do all the "right things" to leverage the potential that the Hispanic market offers. However, in spite of their massive investments of effort and resources, many organizations have experienced only limited success. How to Win The Hispanic Gold RushT explains how to succeed in marketing to Hispanics, presents key demographic data and cultural factors about the Hispanic population, and provides practical tools to help organizations better direct their resources. In addition, it describes four steps that can be implemented to significantly increase the penetration of this important ethnic market. To learn more about this book please, visit: www.HispanicGoldRush.com
Latinos Inc
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Author : Arlene Dávila
language : en
Publisher: Univ of California Press
Release Date : 2012-09-01
Latinos Inc written by Arlene Dávila and has been published by Univ of California Press this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-09-01 with History categories.
Both Hollywood and corporate America are taking note of the marketing power of the growing Latino population in the United States. And as salsa takes over both the dance floor and the condiment shelf, the influence of Latin culture is gaining momentum in American society as a whole. Yet the increasing visibility of Latinos in mainstream culture has not been accompanied by a similar level of economic parity or political enfranchisement. In this important, original, and entertaining book, Arlene Dávila provides a critical examination of the Hispanic marketing industry and of its role in the making and marketing of U.S. Latinos. Dávila finds that Latinos' increased popularity in the marketplace is simultaneously accompanied by their growing exotification and invisibility. She scrutinizes the complex interests that are involved in the public representation of Latinos as a generic and culturally distinct people and questions the homogeneity of the different Latino subnationalities that supposedly comprise the same people and group of consumers. In a fascinating discussion of how populations have become reconfigured as market segments, she shows that the market and marketing discourse become important terrains where Latinos debate their social identities and public standing.