Felipe Korzenny's Books

Hispanic Marketing

The Power of the New Latino Consumer

By: Felipe Korzenny,Sindy Chapa,Betty Ann Korzenny

Write a review Read reviews Take a Quiz Solve Book Puzzle

Hispanic Marketing

The Power of the New Latino Consumer

By: Felipe Korzenny,Sindy Chapa,Betty Ann Korzenny

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.

Average ratings

N/A

Write a review

Solve jigsaw puzzle

Age

Page Count

507

Publisher

Taylor & Francis

Published Date

ISBN 10

1317422309

ISBN 13

9781317422303

Cross-cultural interpersonal communication

By: Stella Ting-Toomey,Felipe Korzenny

Write a review Read reviews Take a Quiz Solve Book Puzzle

Cross-cultural interpersonal communication

By: Stella Ting-Toomey,Felipe Korzenny

The newest ideas and findings in cross-cultural interpersonal communication are provided in this challenging volume. The internationally-recognized contributors examine such salient topics as interpersonal relationship development between people from different cultures, family nicknaming practices, and language and intercultural attraction.

Average ratings

N/A

Write a review

Solve jigsaw puzzle

Age

Page Count

283

Publisher

Sage Publications, Inc

Published Date

ISBN 10

0803940483

ISBN 13

9780803940482

Hispanic Marketing

Connecting with the New Latino Consumer

By: Felipe Korzenny,Betty Ann Korzenny

Write a review Read reviews Take a Quiz Solve Book Puzzle

Hispanic Marketing

Connecting with the New Latino Consumer

By: Felipe Korzenny,Betty Ann Korzenny

Hispanic Marketing: Connecting with the New Latino Consumer is about using cultural insights to connect with Latino consumers. It's about using cultural insights to connect with Latino consumers. It's about marketing strategies that tap into the passion of Hispanic consumers so that marketers and service providers can establish the deep connections they need for a successful campaign. This book provides an understanding of the Latino consumer that goes beyond simplistic recipes ... This edition reflects and responds to the many changes to the Latino market since the first edition. It considers the way in which changes in cultural identity, immigration, economics, and market synergies need to be addressed in a new relationship with Hispanic consumers."--Back cover.

Average ratings

N/A

Write a review

Solve jigsaw puzzle

Age

Page Count

386

Publisher

Butterworth-Heinemann

Published Date

ISBN 10

1856177947

ISBN 13

9781856177948

Hispanic Marketing

By: Felipe Korzenny,Betty Ann Korzenny

Write a review Read reviews Take a Quiz Solve Book Puzzle

Hispanic Marketing

By: Felipe Korzenny,Betty Ann Korzenny

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

Average ratings

N/A

Write a review

Solve jigsaw puzzle

Age

Page Count

351

Publisher

Routledge

Published Date

ISBN 10

1136398708

ISBN 13

9781136398704

Hispanic Marketing

The Power of the New Latino Consumer

By: Felipe Korzenny,Sindy Chapa,Betty Ann Korzenny

Write a review Read reviews Take a Quiz Solve Book Puzzle

Hispanic Marketing

The Power of the New Latino Consumer

By: Felipe Korzenny,Sindy Chapa,Betty Ann Korzenny

Average ratings

N/A

Write a review

Solve jigsaw puzzle

Age

Page Count

521

Publisher

Routledge

Published Date

ISBN 10

1317422295

ISBN 13

9781317422297

Book's by Felipe Korzenny

Hispanic Marketing

Hispanic Marketing

Cross-cultural interpersonal communication

Cross-cultural interpersonal communication

Hispanic Marketing

Hispanic Marketing

Hispanic Marketing

Hispanic Marketing

Hispanic Marketing

Hispanic Marketing

Username

Password

Username

Password

Password again

Birthday

Email