U S Hispanic Market
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The Rise Of The Hispanic Market In The United States
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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 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: 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
Hispanic Market Handbook
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Author : M. Isabel Valdés
language : en
Publisher: Gale Cengage
Release Date : 1995
Hispanic Market Handbook written by M. Isabel Valdés and has been published by Gale Cengage this book supported file pdf, txt, epub, kindle and other format this book has been release on 1995 with Hispanic American consumers categories.
A guide to understanding, reaching, and selling to Hispanic Americans. This volume provides background informaton, demographics and behavioural characteristics of major groups within this diverse market. Current case studies are included in this work.
Marketing To American Latinos
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Author : M. Isabel Valdés
language : en
Publisher: Paramount Market Publishing
Release Date : 2000
Marketing To American Latinos written by M. Isabel Valdés and has been published by Paramount Market Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000 with Business & Economics categories.
CD-ROM contains: Photographs -- Charts -- Tables -- Television advertisements.
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 Grows Up
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Author : Juan Faura
language : en
Publisher: Paramount Market Publishing
Release Date : 2006
Hispanic Marketing Grows Up written by Juan Faura and has been published by Paramount Market Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006 with Business & Economics categories.
Juan Faura, the author of PMP's bestselling The Whole Enchilada: Hispanic Marketing 101, presents a message that will be a wake-up call to all Hispanic-focused marketing and advertising agencies. Based on insights gathered from interviews with Hispanics from many different walks of life, in cities large and small, Hispanic Marketing Grows Up:-Explores 30 perceptions and realities that affect how you market to Hispanics.-Explains when and when not to use Spanglish in advertising.-Identifies 10 future trends that will affect the Hispanic consumer market.Faura's conversational style makes this a quick read--one loaded with insights, taken straight from Hispanic consumers' mouths to you.
Spanish Usa
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Author :
language : en
Publisher:
Release Date : 1981
Spanish Usa written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1981 with Hispanic American consumers categories.
U S Hispanic Market
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Author :
language : en
Publisher:
Release Date : 2004
U S Hispanic Market written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004 with Hispanic American consumers categories.
U S Hispanics A Market Profile
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Author :
language : en
Publisher:
Release Date : 1980
U S Hispanics A Market Profile written by and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1980 with Hispanic American consumers categories.
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.