Hispanic marketing : a cultural perspective

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 â€oeHispanic” 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* The first comprehensive guide to integrated marketing principles for the Hispanic market, the fastest-growing demographic in the United States * Provides insight, conceptual tools and guidance to marketers on effective positioning of products in this market * Creates a framework for to delineate the Hispanic market from larger ethnic and cross-cultural marketing approaches

Chapter 1: The Role of Culture in Cross-Cultural Marketing Chapter 1: The Role of Culture in Cross-Cultural Marketing The importance of culture in marketing Culture Objective culture Examples of Hispanic objective culture Subjective culture Beliefs Values and attitudes Interpretation and perception Culture, fish, and water Cultural boundaries Marketers angst Why a cultural approach to marketing? A psycho-socio-cultural approach Accurate predictions of behavior What happens without cultural knowledge? The paradox of social class across cultures The challenge facing Hispanic ad agencies A targetable market? Size Purchasing power Shared perceptions, motivations, beliefs, and values It is not a race A common heritage A common language Media facilitate specific targeting Geographic concentration A cultural perspective makes the difference Chapter 2: Characteristics of the Hispanic Market Chapter 2: Characteristics of the Hispanic Market Cultural and Historical Origins of Hispanics Iberian Diversity and Commonality What constitutes the Hispanic Market Hispanic Immigration and How the Border was Left Behind Mexico as the largest contributor Puerto Rico Cuba Central America South America Dominicans Implications of homogeneity and diversity Testing the Assumption of Homogeneity Geographic Trends Implications of Geographic Dispersion Socioeconomic Trends The Elite The Middle Class The Working Class Mass Income Levels Family Size and Economic Behavior Education Conclusions & Implications for Marketers Implications for marketers Case Studies Marbo Tampico Case Study Bromley Charmin Case Study Chapter 3: What Makes Hispanics Hispanic Chapter 3: What Makes Hispanics Hispanic The Role of Cultural Identity in Marketing Reference Groups as the Basis of Cultural Identity Social Learning Theory and Reference Groups Similarity and Homophily Expertise and Successful Models Even an Oppressor can be a Model Empirical Determination of Models Identity and Socialization Marketers Need for Predictability Hispanic Identities and Labels The Question Influences the Answer Essentially Hispanic? Labels Hispanic or Latino? The Measurement Challenge Label Choice as Equivalent of Identity Classification Based on Country of Origin/Ancestry Further Identity/Reference Group Measures Behavioral/Objective Measures: Subjective Cultural Identification Conclusions and Implications for Marketers Implications for marketers Case Studies Acento Nissan Case Study Enlace Macy's West Case Study Chapter 4: The Role of Language in Hispanic Marketing Chapter 4: The Role of Language in Hispanic Marketing The Relationship between Language and Culture The art of translation Professional Translations? Translation, Confusion, and the Reason Why? Should it be in Spanish, English, or Bilingual? Language and Thought Why Market in Spanish? Reach Out and Touch Someone Spanglish, Code-Switching, and the Future A Language or a Style of Communication? Purism vs. Pragmatism The Emerging Bilingual Hispanic Market The Growing Importance of Marketing to Hispanics in English Spanish Speaking Hispanics are Easy to Target Why Not Target English Speaking Hispanics? An Overlooked Language Opportunity The Language Numbers Game The 2003 Yankelovich Multicultural Monitor English Language Understanding Those Who First Learned Spanish Watch Half Their TV in English Language Ambivalence Trust in Brands and Ad Persuasiveness A Complex but Flourishing Identity A Schizophrenic Communication Environment The New Dynamic of the Hispanic market Conclusions and Implications for Marketers Implications for marketers Case Studies Español Corona Extra Case Study San Jose Group Ameritech Caller ID Case Study Chapter 5: The Processes of Enculturation, Acculturation, and Assimilati

Primary readership: Advertising, marketing and business professionalsSecondary readership: Students and scholars in advertising, marketing and business. Also, general audience seeking to understand influences on and the impact of the growin

There is no more important segment of the American consumer marketplace of tomorrow than Hispanics, and there is no more important book to read about marketing to Hispanics than this one. Every page delivers an insight worth knowing. Most marketers get it wrong when it comes to Hispanics, leaving an enormous opportunity for first movers who do it right. This book shows the way to get there first. I've put it on the Yankelovich short list of must-read books.'--J. Walker Smith, Ph.D., President, Yankelovich Partners, Inc.'The Korzennys have accomplished a complex feat in their new book, Hispanic Marketing.Somehow this powerful and important work satisfies the needs of anyone and everyone that has an interest in the evolution, realities, theories, craft, art and science of US Hispanic marketi