Hispanic marketing : connecting with the new Latino consumer
Felipe Korzenny; Betty Ann Korzenny
| Year of publication: |
c 2012 ; 2nd ed.
|
|---|---|
| Authors: | Korzenny, Felipe ; Korzenny, Betty Ann |
| Publisher: |
London [u.a.] : Routledge |
| Subject: | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management | Hispano-Amerikaner | Hispanics | USA | United States |
| Description of contents: | Table of Contents [gbv.de] |
| Extent: | XXIV, 386 S. Ill., graph. Darst. |
|---|---|
| Type of publication: | Book / Working Paper |
| Language: | English |
| Notes: | Includes bibliographical references and index Cultural marketing : a new understanding -- The composition of the Hispanic/Latino market -- The Latino essence of "Hispanic" -- Language considerations in marketing to US Hispanics -- Enculturation, acculturation, and assimilation : a bicultural horizon -- Latino subjective culture : insights for positioning -- Culturally informed research among Latinos -- The U.S. Hispanic marketing industry -- The digital world of U.S. Latinos -- Latino consumers and the future of U.S marketing. |
| ISBN: | 978-1-85617-794-8 ; 978-0-08-096278-8 |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009405580