Hispanic Marketing: Connecting with the New Latino Consumer

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Routledge, 2012 - Business & Economics - 386 pages
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Hispanic Marketing: Connecting with the New Latino Consumer is 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 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. * Shows marketers how to better connect with the Spanish consumer, a $932 billion US market * Fully updated to include 2010 census data ensuring all references are up to date to aid today's marketer to target this lucrative segment * Brand new coverage of hispanics online, 2nd and 3rd generation hispanics and how social media such as MySpace and Facebook affect this market segment aids marketers in planning most effectively

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About the author (2012)

Betty Ann Korzenny is Associate Director at the Centre for Hispanic Marketing Communication, Florida State University, Tallahassee, FL, USA. She has held high-management positions in major US corporations and has been a business owner and executive in leading US consulting and marketing research companies

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