{"title":"Felipe Korzenny","description":null,"products":[{"product_id":"hispanic-marketing-book-felipe-korzenny-9780750679039","title":"Hispanic Marketing","description":"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","brand":"WoB","offers":[{"title":"US \/ VERY_GOOD \/ SBYB","offer_id":50293464432913,"sku":"CIN0750679034VG","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ GOOD \/ SBYB","offer_id":50358693822737,"sku":"CIN0750679034G","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/0750679034.jpg?v=1751232907"},{"product_id":"hispanic-marketing-book-felipe-korzenny-9781138917798","title":"Hispanic Marketing","description":"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.","brand":"WoB","offers":[{"title":"US \/ GOOD \/ SBYB","offer_id":50378411835665,"sku":"CIN1138917796G","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/1138917796.jpg?v=1750984490"},{"product_id":"hispanic-marketing-book-felipe-korzenny-9781032137742","title":"Hispanic Marketing","description":"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. 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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 highly revised and expanded edition comes on the heels of new US Census figures: Hispanics now account for 53% of the US population growth since 2000, soaring to over 16% of the total population. Corporations are now realizing that they must incorporate Hispanic cultural values into their products, services, and communications.   This edition reflects and responds to the profound changes the Latino market has experienced 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.   Twenty-five new industry case studies illustrate the chapters. These case studies show how brands from diverse categories have developed a cultural understanding of their Latino target and created campaigns that established strong bonds.","brand":"WoB","offers":[{"title":"- \/ - \/ -","offer_id":51329581875473,"sku":"","price":0.0,"currency_code":"GBP","in_stock":true},{"title":"US \/ GOOD \/ SBYB","offer_id":51329584627985,"sku":"CIN1856177947G","price":0.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0784\/4072\/6801\/files\/1856177947.jpg?v=1751412403"},{"product_id":"hispanic-marketing-book-felipe-korzenny-9781032137728","title":"Hispanic Marketing","description":"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.  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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. 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