Hispanic marketing : the power of the new Latino consumer

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 brand positioning -- Culturally informed research among Latinos -- The hispanic marketing communication industry in the US -- The digital world of US Latinos -- The power of the new latino consumer and the future of US marketing