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Summary: Business/ Marketing Hispanic Marketing A Cultural Perspective Felipe Korzenny and Betty Ann Korzenny 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. J. Walker Smith, Ph.D., President, Yankelovich Partners, Inc. This book is a must read for not just those engaged in ethnic marketing but for all m ...show morearketing professionals. Hispanic Marketing provides true insight into the Hispanic market and compelling rationale for addressing Hispanic consumers as part of any organized approach to marketing in the U.S. overall The Korzennys provide us with salient information, and more importantly, tools and an approach, to unlock the full potential of the Hispanic consumertruly a breakthrough in enabling a comprehensive and meaningful understanding of this market. Michael Durance, Vice President & General Manager, Telecommunication Systems Division Communications Information Group, Toshiba America Information Systems, Inc. An in-depth understanding of the Hispanic community's cultural pillars and biases is the foundation for sound Hispanic marketing. The Korzennys book provides that, and more. It offers a rich and much needed perspective for anyone trying to target US Hispanics by making the crucial linkage between culture and marketing strategies. David Wellisch, Vice President and General Manager, AOL Latino During many years of working in Hispanic marketing I have never seen anything that so clearly describes and understands the complex dynamics of the New America. The Korzennys have built over many years their reputation as the best multi-cultural minds of our business. Juan Carlos Olivar, Customer Marketing Manager, The Coca-Cola Company Hispanic Marketing shows marketers how to best reach the widely misunderstood Hispanic demographic. Each chapter describes and explains the cultural principles of Hispanic 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 that impact consumer behavior. Each chapter has been the subject of public presentations and lectures to marketing professionals. Felipe Korzenny, Ph.D., Professor and Founding Director of the Center for the Study of Hispanic Marketing Communication at Florida State University, and Cheskin Co-Founder. Betty Ann Korzenny, Ph.D., is currently owner of Korzenny Consulting and instructor at Florida State University. She has held high-level management positions in major US corporations and has been a business owner and executive in leading US consulting and marketing research companies. ...show less
Edition/Copyright: 05
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