Hispanic marketing [electronic resource] : a cultural perspective / Felipe Korzenny, Betty Ann Korzenny.

Includes bibliographical references and index.

Available through the EBSCO e-book Collection, which can be found on the Davenport University Library database page.

Cover -- Contents -- Acknowledgments -- Introduction -- 1: The Role of Culture in Cross-Cultural Marketing -- The Importance of Culture in Marketing -- Culture -- Culture, Fish, and Water -- Cultural Boundaries -- Why a Cultural Approach to Marketing? -- A Psycho-Socio-Cultural Approach -- Accurate Predictions of Behavior -- The Paradox of Social Class across Cultures -- The Challenge Facing Hispanic Ad Agencies -- A Targetable Market? -- Size -- Purchasing Power -- Shared Perceptions, Motivations, Beliefs, and Values -- A Common Language -- Media Facilitate Specific Targeting -- Geographic Concentration -- A Cultural Perspective Makes the Difference -- 2: Characteristics of the Hispanic Market -- Cultural and Historical Origins of Hispanics -- Iberian Diversity and Commonality -- What Constitutes the Hispanic Market -- Hispanic Immigration and How the Border Was Left Behind -- Mexico as the Largest Contributor -- Puerto Rico -- Cuba -- Central America -- South America -- Dominicans -- Implications of Homogeneity and Diversity -- Geographic Trends -- Implications of Geographic Dispersion -- Socioeconomic Trends -- The Elite -- The Middle Class -- The Working Class Mass -- Income Levels -- Family Size and Economic Behavior -- Education -- Conclusions and Implications for Marketers -- Implications for Marketers -- Case Studies -- Case Study: Marbo -- Tampico -- Case Study: Bromley -- Charmin -- 3: What Makes Hispanics "Hispanic" -- The Role of Cultural Identity in Marketing -- Reference Groups as the Basis of Cultural Identity -- Social Learning Theory and Reference Groups -- Identity and Socialization -- Marketers' Need for Predictability -- Hispanic Identities and Labels -- The Question Influences the Answer -- Labels -- Hispanic or Latino? -- The Measurement Challenge -- Label Choice as Equivalent of Identity -- Classification Based on Country of Origin/Ancestry -- Further Identity/Reference Group Measures -- Conclusions -- Implications for Marketers -- Case Studies -- Case Study: Acento -- Nissan -- Case Study: Enlace -- Macy's West -- 4: The Role of Language in Hispanic Marketing -- The Relationship between Language and Culture -- The Art of Translation -- Professional Translations -- Translation, Confusion, and the Reason Why -- Should It Be in Spanish, English, or Bilingual? -- Language and Thought -- Why Market in Spanish? -- Reach Out and Touch Someone -- "Spanglish," Code-Switching, and the Future -- A Language or a Style of Communication? -- Purism vs. Pragmatism -- The Emerging Bilingual Hispanic Market -- The Growing Importance of Marketing to Hispanics in English -- Conclusions -- Implications for Marketers -- Case Studies -- Case Study: Español -- Corona Extra -- Case Study: The San Jose Group -- Ameritech Caller ID -- 5: The Processes of Enculturation, Acculturation, and Assimilation -- The New Immigration Mix -- The Meaning of Cultural Change -- Culture and Awareness -- Enculturation, Acculturation, and Assimilation -- E.

Description based on print version record.