Hispanic Marketing PDF
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Hispanic Marketing breaks new ground by introducing a perspective that places marketing to Hispanics within the frame of culture. Indeed, the careful balance of this novel theory with case studies produces a thoughtful and penetrating read. For anyone interested in marketing to Hispanics, this book is a must read. Jorge Reina Schement, Vice Chancellor and Professor, Diversity and Inclusion, Rutgers University, USA. The third edition of Hispanic Marketing by Korzenny, Chapa and Korzenny is a welcome addition to anyone teaching, researching, or desiring to learn more about America’s fastest growing demographic group. Based on the latest research and full of interesting case studies and insights from professionals, Hispanic M arketing is a “must read” and makes an immediate contribution to marketing literature. Alan Albarran, Professor of Media Arts, University of North Texas, USA. US Latinos cannot be summed up in a few oversimplifi ed soundbites nor are their cultural complexities a barrier for marketers who truly want innovation fueled by insights. The Korzennys have always struck the right balance in their decades long analysis of this vital consumer segment. Their most recent work is not only rich with specifi cs, but it provides a contextual framework as a foundation for understanding Latinos of today and envisioning those of tomorrow. Rochelle Newman-Carrasco, EVP Hispanic Strategy, Walton Isaacson, USA. This book is an indispensable reading for anyone wishing to have a positive per- spective of the importance and value of Latinos for marketing in the US. It is well documented with case studies and full of insights of the most prolifi c researchers in this arena. Media professionals, professors and students of communication who immerse themselves in this book will be prepared to embrace and profi t from the inevitable contribution of Latinos in this country. Federico Subveri, Latino Media Scholar & Consultant. Once again Dr. Korzenny and his colleagues produce an extraordinary resource on the Hispanic market. From cultural insights, to winning strategies and successful case studies, professionals and students alike can learn how to manage business and brands in what many already call America’s new mainstream – the Latino market. Jorge A. Ortega, Managing Director, Burson-Marsteller, USA. The Korzennys and Sindy Chapa deliver an engaging, holistic treatment of the intricate U.S. Hispanic population. Nearly 30 case studies illustrating practical applications of effective marketing communication are undergirded by core con- cepts and principles. The complexities of ethnic-oriented marketing communica- tion in the Digital Age are treated with clarity and verve. Kenton T. Wilkinson, Director, Harris Institute for Hispanic and International Communication, Texas Tech University, USA. Hispanic Marketing by Korzenny, Chapa and Korzenny is an essential guide to a deep and insightful understanding of the Hispanic market, and a valuable tool for developing meaningful customer connections. The new case studies, especially those refl ecting the digital world, highlight the evolving importance of Latinos in the online space and demonstrate how to clearly turn insight into action. Adrien Lanusse, Vice President Consumer Insights, Netfl ix, USA. Dr. Felipe Korzenny is the leading Hispanic marketing and research expert in the world. His Team’s new offering, Hispanic Marketing (e3), is an exceptional resource, presenting signifi cant “cultural insights”, research and real-life busi- ness cases from top companies (e.g., Proctor & Gamble, Coca-Cola, Wal-Mart). I defi nitely recommend the book to every CEO – and CMO – who wants to access the extraordinary Hispanic market growth opportunity. Douglas Pratt, Founder and CEO, Latino Digital, USA. Hispanic Marketing Hispanic Marketing: The Power of the New Latino Consumer focuses on using cul- tural 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 fi eld 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 infl uence 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. Dr. Felipe Korzenny is Professor Emeritus at Florida State Uni- versity, USA. At FSU he founded and directed the fi rst Center for Hispanic Marketing Communication in the US. He now consults with major corporations on marketing to US Hispanics. Dr. Sindy Chapa , Director of the Center for Hispanic Mar- keting Communication at Florida State University, USA, is a professor of courses related to Hispanic consumers, integrated marketing communication, and advertising. Dr. Betty Ann Korzenny ’s international experience and passion for cultural understanding have shaped her personal and professional life. Her collaboration in writing this book is the result of her long commitment to culturally sensitive customer-oriented marketing. Hispanic Marketing The Power of the New Latino Consumer Dr. Felipe Korzenny, Dr. Sindy Chapa and Dr. Betty Ann Korzenny Third edition published 2017 by Routledge 2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN and by Routledge 711 Third Avenue, New York, NY 10017 Routledge is an imprint of the Taylor & Francis Group, an informa business © 2017 Dr. Felipe Korzenny, Dr. Sindy Chapa, and Dr. Betty Ann Korzenny The right of D r. Felipe Korzenny, Dr. Sindy Chapa, and Dr. Betty Ann Korzenny to be identifi ed as authors of this work has been asserted by them in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. Trademark notice : Product or corporate names may be trademarks or registered trademarks, and are used only for identifi cation and explanation without intent to infringe. First edition published by Elsevier Inc. 2005 Second edition published by Routledge 2012 British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging-in-Publication Data Names: Korzenny, Felipe, author. | Korzenny, Betty Ann, 1933– author. | Chapa, Sindy, 1975– author. Title: Hispanic marketing : the power of the new Latino consumer / Dr. Felipe Korzenny, Dr. Betty Ann Korzenny and Dr. Sindy Chapa. Description: Third Edition. | New York : Routledge, 2017. | Revised edition of Hispanic marketing, 2012. | Includes bibliographical references and index. Identifi ers: LCCN 2016055550 (print) | LCCN 2017015111 (ebook) | ISBN 9781315688824 (eBook) | ISBN 9781138917781 (hardback : alk. paper) | ISBN 9781138917798 (pbk. : alk. paper) Subjects: LCSH: Hispanic American consumers. | Consumer behavior— United States. | Target marketing—United States. Classifi cation: LCC HF5415.33.U6 (ebook) | LCC HF5415.33.U6 K67 2017 (print) | DDC 658.80089/68073—dc23 LC record available at https://lccn.loc.gov/2016055550 ISBN: 978-1-138-91778-1 (hbk) ISBN: 978-1-138-91779-8 (pbk) ISBN: 978-1-315-68882-4 (ebk) Typeset in Times New Roman by Apex CoVantage, LLC Visit the companion website: http://www.routledge.com/cw/Korzenny This third edition of our book is dedicated to the Center for Hispanic Marketing Communication at Florida State University, its students, and its Leadership Advisory Board that guides the course of the Center. The Leadership Board is the liaison between academia and business and has created a wonderful bridge for our students. This is a hopeful dedication to the future of a diverse United States. Contents List of fi gures x List of tables xiv List of case studies xvi Case study contributors xvii Preface xxi Acknowledgements xxiv 1 Cultural marketing: a new understanding 1 2 The composition of the Hispanic/Latino market 47 3 The Latino essence of “Hispanic” 94 4 Language considerations in marketing to US Hispanics 132 5 Enculturation, acculturation, and assimilation: a bicultural horizon 183 6 Latino subjective culture: insights for brand positioning 226 7 Culturally informed research among Latinos 281 8 The Hispanic marketing communication industry in the US 340 9 The digital world of US Latinos 400 10 The power of the new Latino consumer and the future of US marketing 445 Index 467
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