Hispanic Marketing: The Evolution of the Latino Consumer

By: and and

Sign Up Now! Already a Member? Log In
You must be logged into Bookshare to access this title. Learn about membership options, or view our freely available titles.

Synopsis
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 distills 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; and 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. Support materials for this book are available at www.routledge.com/9781032137742.
Copyright:
2025

Book Details

Book Quality:
Publisher Quality
ISBN-13:
9781040112182
Related ISBNs:
9781032137742, 9781040112168, 9781003230755, 9781032137728, 9781317422297
Publisher:
Taylor & Francis
Date of Addition:
Copyrighted By:
Felipe Korzenny, Sindy Chapa and Betty Ann Korzenny
Adult content:
No
Language:
English
Has Image Descriptions:
No
Categories:
Nonfiction, Business and Finance, Social Studies
Submitted By:
Bookshare Staff
Usage Restrictions:
This is a copyrighted book.

Reviews

No Rating Yet