Revised edition of Hispanic marketing, 2012. Includes bibliographical references and index.
Contents:
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.
This resource is supported by the Institute of Museum and Library Services under the provisions of the Library Services and Technology Act as administered by State Library of Iowa.