Hispanic Market Power


Book Description

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.




Hispanic Marketing


Book Description

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.




U.S. Hispanic Market


Book Description




The Rise of the Hispanic Market in the United States


Book Description

Not only are Hispanics the largest minority group in the United States, but Mexico is fast becoming our major trading partner, surpassing even Japan. In fact, the U.S. now has the fourth largest Spanish-speaking population in the world, after Mexico, Spain, and Argentina. How has this demographic group transformed the U.S. into a bi-lingual nation within the span of a generation? Why do Hispanics resist assimilation and insist on speaking Spanish in public life? And how can businesses effectively reach the emerging Hispanic consumer market with its estimated puchasing power of USD1 trillion by 2010? These questions constitute the single-most important marketing challenge for corporate America in the twenty-first century. This book examines the Hispanic worldview and how it informs people's economic decisions, both in the United States and across North America. It challenges the viewpoint that American culture will soon dominate its NAFTA trading partners, looks carefully at the market for Hispanic goods in the U.S. and the market for our goods throughout the Spanish-speaking world, and shows how marketeers are now reaching the Hispanic community domestically. The information and insights found here are essential for teachers, students, and professionals in the fields of international finance and world trade, as well as almost all areas of business, marketing, and strategic planning.




To Illuminate the American Story for All


Book Description

"This Final Report provides an in-depth analysis and recommendations based on the Commission's findings following outreach to communities throughout the United States."--Exec. summary.




Sport Marketing 4th Edition


Book Description

Sport Marketing, Fourth Edition With Web Study Guide, has been streamlined and updated to keep pace with the latest information and issues in the competitive world of sport marketing. This text maintains its position as the best-selling and original text in the field, continuing to direct students to a better understanding of the theoretical backbone that makes sport marketing such a unique and vibrant subject to study. Using the new full-color format and companion web study guide, students will stay engaged as they explore how fans, players, coaches, the media, and companies interact to drive the sport industry.




Hispanic Market Study


Book Description




Spanish-Language Television in the United States


Book Description

Since its introduction in the early 1960s, Spanish-language television in the United States has grown in step with the Hispanic population. Industry and demographic projections forecast rising influence through the 21st century. This book traces U.S. Spanish-language television’s development from the 1960s to 2013, illustrating how business, regulation, politics, demographics and technological change have interwoven during a half century of remarkable change for electronic media. Spanish-language media play key social, political and economic roles in U.S. society, connecting many Hispanics to their cultures of origin, each other, and broader U.S. society. Yet despite the population’s increasing impact on U.S. culture, in elections and through an estimated $1.3 trillion in spending power in 2014, this is the first comprehensive academic source dedicated to the medium and its history. The book combines information drawn from the business press and trade journals with industry reports and academic research to provide a balanced perspective on the origins, maturation and accelerated growth of a significant ethnic-oriented medium.




Global Encounters


Book Description

Scholars throughout the world have come together again in a second book to share their most successful teaching practices and concerns in the areas of cross-cultural studies and international education. Many disciplines are represented and diverse subjects are discussed: science literacy and worldview perspective; second-language acquisition, student mobility, and international universities; teacher professional development and government programs for disadvantaged children; zoos, industrial paintings, and dress designs as cultural artifacts. Presentations on these topics are the result of papers given at the annual meeting of the Worldwide Forum on Education and Culture, founded 10 years ago in Rome, Italy. The organization regularly attracts some 100 scholars and practitioners in the fields of education, literacy, language learning, communication and (inter-)cultural studies from all five continents to its annual congress in Rome. These conferences, as well as this up-to-date compilation of multi-disciplinary academic papers, are meant to highlight the growing need for culturally sensitive education that draws on the strengths of both traditional teaching methods and technology-rich forms of instruction, as well as a host of national and international programs designed to empower teachers and students alike. Engaged educators, whose research and/or critical discourse in classrooms all over the world has given rise to the present volume, thus hope to share with a wider audience how they impart knowledge, foster skills, and nurture qualities in the next generation of global citizens that will enable them to negotiate their personal and professional lives in our modern world. Even though communities may no longer be characterized by physical distances as barriers to communicative interchanges, perceived and real rifts between different cultures are nevertheless coming alarmingly close to preventing meaningful communication from bringing about true understanding at the individual and societal levels. The ontogenesis of the Worldwide Forum on Education and Culture is seen here clearly in the perspectives and presentations of diverse academics who are dedicated to teaching and learning toward the greater goal, as Matthew Arnold said in Literature and Science, of “knowing ourselves and the world.”