Hispanic Market: Language and Media Planning Handbook 1994
Author : Rector Press, Limited
Publisher :
Page : 200 pages
File Size : 36,50 MB
Release : 1995-05-01
Category :
ISBN : 9780760520048
Author : Rector Press, Limited
Publisher :
Page : 200 pages
File Size : 36,50 MB
Release : 1995-05-01
Category :
ISBN : 9780760520048
Author : Rector Press, Limited
Publisher :
Page : 600 pages
File Size : 20,72 MB
Release : 1995-05-01
Category :
ISBN : 9780760520031
Author : Alan Albarran
Publisher : Routledge
Page : 455 pages
File Size : 30,54 MB
Release : 2009-09-10
Category : Business & Economics
ISBN : 1135854297
With the rise of Spanish language media around the world, The Handbook of Spanish Language Media provides an overview of the field and its emerging issues. This Handbook will serve as the definitive source for scholars interested in this emerging field of study; not only to provide background knowledge of the various issues and topics relevant to Spanish language media, but also to establish directions for future research in this rapidly growing area. This volume draws on the expertise of authors and collaborators across the globe. The book is an essential reference work for graduate students, scholars, and media practitioners interested in Spanish language media, and is certain to influence the course of future research in this growing and increasingly influential area.
Author : Felipe Korzenny
Publisher : Routledge
Page : 351 pages
File Size : 27,72 MB
Release : 2012-06-25
Category : Business & Economics
ISBN : 1136398708
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
Author :
Publisher :
Page : 324 pages
File Size : 12,63 MB
Release : 1992
Category : Advertising
ISBN :
Author : Hispanic Market Connections, Inc
Publisher :
Page : pages
File Size : 42,63 MB
Release : 1992
Category : Hispanic American consumers
ISBN :
Author : M. Isabel Valdés
Publisher : Gale Cengage
Page : 538 pages
File Size : 23,1 MB
Release : 1995
Category : Hispanic American consumers
ISBN :
A guide to understanding, reaching, and selling to Hispanic Americans. This volume provides background informaton, demographics and behavioural characteristics of major groups within this diverse market. Current case studies are included in this work.
Author : M. Isabel Valdés
Publisher : Paramount Market Publishing
Page : 380 pages
File Size : 42,53 MB
Release : 2000
Category : Business & Economics
ISBN : 9780967143927
CD-ROM contains: Photographs -- Charts -- Tables -- Television advertisements.
Author : M. Isabel Valdés
Publisher : Gale Cengage
Page : 534 pages
File Size : 17,27 MB
Release : 1995
Category : Business & Economics
ISBN :
A guide to understanding, reaching, and selling to Hispanic Americans. This volume provides background informaton, demographics and behavioural characteristics of major groups within this diverse market. Current case studies are included in this work.
Author :
Publisher :
Page : 168 pages
File Size : 37,77 MB
Release : 1995
Category : Consumers
ISBN :