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Juan Faura, the author of PMP's bestselling The Whole Enchilada: Hispanic Marketing 101, presents a message that will be a wake-up call to all Hispanic-focused marketing and advertising agencies. Based on insights gathered from interviews with Hispanics from many different walks of life, in cities large and small, Hispanic Marketing Grows Up:-Explores 30 perceptions and realities that affect how you market to Hispanics.-Explains when and when not to use Spanglish in advertising.-Identifies 10 future trends that will affect the Hispanic consumer market.Faura's conversational style makes this a quick read--one loaded with insights, taken straight from Hispanic consumers' mouths to you.
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
Hispanic Marketing: The Power of the New Latino Consumer focuses on using cultural insights to connect with Latino consumers. Now in its third edition, the book provides marketers with the skills necessary to perform useful Hispanic market analysis and thus develop effective integrated marketing communication strategies. Brought to you by three leaders in the field of Hispanic Marketing, this third edition now includes: twenty-seven new case studies which emphasize digital marketing applications theories and discussions on recent changes to Hispanic culture and society concepts of social identity, motivation, cognitive learning, acculturation, technology adaptation and the influence of word of mouth in relation to the Hispanic market a brand new companion website for course instructors with PowerPoint slides, videos, testbank questions and assignment examples Replete with marketing strategies that tap into the passion of Hispanic consumers, this book is the perfect companion for anyone specializing in Hispanic marketing who aims to build a meaningful connection between their brand and target markets.
The U.S. Hispanic segment represents the most prominent demographic growth in the country, and a huge and untapped business opportunity for companies willing to move away from preconceived notions and market effectively to Hispanic customers. This book shows you how. Now more than ever, corporations operating in the US should see the Hispanic population at the core of their existing and future strategies, but many leaders believe Hispanic marketing is the same marketing you run for Anglos but translated into Spanish, or that all Hispanics are undocumented immigrants with no purchasing power, or that using Mariachis in their communications is the way to connect with this diverse segment. It’s time for a modern approach, and in this book, Isaac Mizrahi, one of the country’s leading voices in multicultural marketing, uses his unique experience as a corporate executive, agency CEO, and industry leader to help businesses grow by leveraging the booming Hispanic consumer segment to drive sales. Filled with straightforward talk, illustrative case studies, and pragmatic suggestions and recommendations, this book counterbalances academic books on the topic with little connection to day-to-day reality and other books with a more political standpoint. This is a business book created by a marketer for other marketers and business leaders looking to succeed in the U.S.
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?
Understanding the growing Latino community is one of the keys to success for every marketer, politician and corporation in the United States. And that is exactly what the Hispanic marketing book, Latino Boom II delivers - an in-depth view of the Latino effect on culture, politics and business. It is the perfect primer for anybody who needs to get smart about the Hispanic consumer, pronto! This Hispanic marketing book is concisely written and full of data about the growing Latino community. In fact, leaders in Hispanic marketing are calling Latino Boom II "the essential guide to marketing to Hispanics in the United States." Beyond the mind-boggling numbers, this book gives readers insights on how to approach the unique Latino consumer with important information on best-in-class organizational structures for marketing departments, Hispanic advertising best-practices -- including a roadmap to Total Market Strategy -- and invaluable information on the importance of Hispanic culture in America, Latino identity, language usage and how it affects media consumption. Latino Boom II helps marketers understand the impact the Hispanic community is already having in the United States and shows them how to capitalize on their Hispanic opportunity in order to get a fair share of Hispanic buying power which is expected to exceed $1.3 Trillion by 2014.
CD-ROM contains: Photographs -- Charts -- Tables -- Television advertisements.
Isabel Valdes' most recent book features a completely new analysis of Latino segments, based on how long Latinos have lived in the U.S. culture. These new segments provide an understanding not just of acculturation, but of how the length of time in country affects the way companies should position their products for Latinos. These descriptions will help you quantify and differentiate among people who are recent arrivals in the U.S., those who are third generation and beyond, and those who are second generation. In reality, a huge share of the Latino population was born in the United States and the majority of babies born today in the U.S. have Latino parents.Hispanic Purchasing PowerThe Selig Center for Economic Growth at the University of Georgia estimates that U.S. Hispanic purchasing power increased dramatically during the 1990s and has continued to rise into the 21st century, from $212 billion in 1990 to $736 billion in 2005, a 347 percent increase over the 15 year period. By 2010, Jeffrey Humphrey, director of the Selig Center, projects Hispanic buying power will top $1 trillion. By 2050, some estimates place the value of Hispanic consumer marketplace between $2.5 and $3.6 trillion. With exciting new case studies and a focus on grassroots marketing and the internet, Ms. Valdes gives you the data and analysis you need to move your Latino marketing to the next level.
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.