{"product_id":"hispanic-marketing-the-power-of-the-new-latino-consumer-paperback","title":"Hispanic Marketing: The Power of the New Latino Consumer - Paperback","description":"\u003cp\u003eby \u003cb\u003eFelipe Korzenny\u003c\/b\u003e (Author), \u003cb\u003eSindy Chapa\u003c\/b\u003e (Author), \u003cb\u003eBetty Ann Korzenny\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cem\u003eHispanic Marketing: The Power of the New Latino Consumer\u003c\/em\u003e　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.\u003c\/p\u003e \u003cp\u003eBrought to you by three leaders in the field of Hispanic Marketing, this third edition now includes: \u003c\/p\u003e \u003cul\u003e \u003cli\u003e　　　　　　　　twenty-seven new case studies which emphasize digital marketing applications \u003c\/li\u003e \u003cli\u003e　　　　　　　　theories and discussions on recent changes to Hispanic culture and society\u003c\/li\u003e \u003cli\u003e　　　　　　　　concepts of social identity, motivation, cognitive learning, acculturation, technology adaptation and the influence of word of mouth in relation to the Hispanic market\u003c\/li\u003e \u003cli\u003e　　　　　　　　a brand new companion website for course instructors with PowerPoint slides, videos, testbank questions and assignment examples\u003c\/li\u003e\n\u003c\/ul\u003e \u003cp\u003eReplete 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.\u003c\/p\u003e\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eDr. Felipe Korzenny \u003c\/strong\u003eis Professor Emeritus at Florida State University, USA. At FSU he founded and directed the first Center for Hispanic Marketing Communication in the US. He now consults with major corporations on marketing to US Hispanics.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eDr. Sindy Chapa\u003c\/strong\u003e, Director of the Center for Hispanic Marketing Communication at Florida State University, USA, is a professor of courses related to Hispanic consumers, integrated marketing communication, and advertising.\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eDr. Betty Ann Korzenny\u003c\/strong\u003e's international experience and passion for cultural understanding have shaped her personal and professional life. Her collaboration in writing this book is the result of her long commitment to culturally sensitive customer-oriented marketing.\u003c\/p\u003e\n        \u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 480\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 1.02 x 9.21 x 6.14 IN\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003eIllustrated:\u003c\/strong\u003e Yes\u003c\/div\u003e\n            \u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e June 20, 2017\u003c\/div\u003e\n            ","brand":"Books by splitShops","offers":[{"title":"Default Title","offer_id":42128169992327,"sku":"9781138917798","price":95.56,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0601\/2623\/2711\/files\/f0d0350b9ed0625bb92cc48037b44921.webp?v=1732593351","url":"https:\/\/booksby.splitshops.com\/products\/hispanic-marketing-the-power-of-the-new-latino-consumer-paperback","provider":"Books by splitShops","version":"1.0","type":"link"}