by Felipe Korzenny · Butterworth-Heinemann · tapa blanda · ISBN 9781856177948
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«Hispanic Marketing: Connecting with the New Latino Consumer» is the essay by Felipe Korzenny and Betty Ann Korzenny in paperback.
The work explains how to use culture to connect with the Latino consumer in the US: the market, Hispanic identity, language, enculturation, acculturation, and assimilation in a bicultural context. It also examines Latino subjective culture, cultural research, the Hispanic marketing industry, the digital world, and brand cases.
Second edition, published in 2011 and written in English.
For marketing, advertising, and communication professionals interested in the Hispanic/Latino consumer in the US.
