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A Gringo's Guide to Online Hispanic Marketing is the first book of its kind and is a "must read" for anybody that wants to learn how to do business online the right way and also capitalize on one of the most rapidly growing population groups in America that also spans the world. The Hispanic market represents a buying power of over 1 Trillion dollars in America alone and is over 12% of the American population or about 54 Million and growing at 50% per year. In this book you not only learn all of the necessary components to build or grow an online business presence, you also learn how to do it in a new, growing, and unsaturated market with real opportunity - even during a recession. This market includes those of Spanish or Hispanic origin and they are referred to as Generation Equis. It is a group very similar to that represented by the term Generation X (born between 1960 and 1980) - with a different twist. Generation Equis refers to those of Spanish or Hispanic origin born after 1960. Because of their common Spanish origin, the X is replaced with Equis, which is the Spanish pronunciation of the letter X. After reading this book you will fully understand the opportunity. This is an all in one guide on how to sell and market online and to Generation Equis - the right way - leaving your competition in the dust. Topics covered with an emphasis on targeting Generation Equis include: - Creating the ultimate Spanish or Generation Equis Friendly website. - Website analytics to monitor and achieve your online success. - Optimizing your website to achieve #1 search engine placement. - Online email and newsletter messaging strategies. - Internet marketing techniques that work. - Social networking opportunities. Don't miss your chance to capitalize on this rapidly growing market opportunity. Will your business be prepared or left behind?
This book is the first of its kind and is a 'must read' for anybody that wants to learn how to capitalize on one of the most rapidly growing population groups in America that also spans the world. We refer to this group of people as Generation Equis. After reading this book you will fully understand the opportunity Online Hispanic marketing.- Creating the ultimate Spanish website.- Optimizing your website to achieve #1 search engine placement.- Online email and newsletter messaging strategies.- Internet marketing techniques that work.- Social networking opportunities.- Use of news and media to target Generation Equis.- Website analytics to monitor and achieve your online success.Don't miss your chance to capitalize on this rapidly growing market opportunity.
CD-ROM contains: Photographs -- Charts -- Tables -- Television advertisements.
Hispanic Marketing: Connecting with the New Latino Consumer is about using cultural insights to connect with Latino consumers. It’s about marketing strategies that tap into the passion of Hispanic consumers so that marketers and service providers can establish the deep connections they need for a successful campaign. This book provides an understanding of the Latino consumer that goes beyond simplistic recipes. This highly revised and expanded edition comes on the heels of new US Census figures: Hispanics now account for 53% of the US population growth since 2000, soaring to over 16% of the total population. Corporations are now realizing that they must incorporate Hispanic cultural values into their products, services, and communications. This edition reflects and responds to the profound changes the Latino market has experienced since the first edition. It considers the way in which changes in cultural identity, immigration, economics, and market synergies need to be addressed in a new relationship with Hispanic consumers. Twenty-five new industry case studies illustrate the chapters. These case studies show how brands from diverse categories have developed a cultural understanding of their Latino target and created campaigns that established strong bonds.
The Whole Enchilda,: Hispanic Marketing 101 is a practical guide to selling to Hispanics in the U.S. Using his many years in research and advertising, Juan Faura talks straight about your Hispanic customers, from a Hispanic point of view.
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 ¿Hispanic¿ 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
Laura Sonderup's book focuses on the topic of marketing to Hispanics, but with an emphasis on helping marketers who do not operate with mega-budgets in the nation's largest media markets. This book recognizes the uniqueness of the Hispanic population in the United States indeed, one of only a handful of recognizable subcultures left in America. She advises marketers to understand the urgency of building momentum in marketing to a niche that is in the early stages of explosive, even exponential growth.