Hispanic Marketing ─ The Power of the New Latino Consumer

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:

• 27 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
• supported with 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 that aims to build a meaningful connection between their brand and target markets.

Dr. Felipe Korzenny is Professor Emeritus at Florida State University. He originally joined Florida State University (FSU) in the fall of 2003 and retired in 2015. Before that he was principal and cofounder of Cheskin. At FSU he founded and directed the first Center for Hispanic Marketing Communication in the US, he is now director emeritus of the Center.

Dr. Betty Ann Korzenny’s international experience and passion for cultural understanding have shaped her personal and professional life. She has pursued her interests in intercultural communication, education and research in Germany, Nigeria, Italy and Mexico, and has worked in the US Hispanic Market beginning with her early research at Michigan State University in the 1970s. Her collaboration in writing this book is the result of her long commitment to culturally sensitive customer-oriented marketing.

Dr. Sindy Chapa, Director of the Center for Hispanic Marketing Communication at Florida State University, is a professor of courses related to Hispanic consumers, integrated marketing communication, and advertising. Dr. Chapa received her Ph.D. in International Business with a concentration in Marketing from the University of Texas Pan-American in Edinburg, Texas and her Master in Business Administration from St. Thomas University in Houston, Texas.