Hispanic marketing : a cultural perspective /
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| Author / Creator: | Korzenny, Felipe. |
|---|---|
| Imprint: | Burlington, MA : Elsevier/Butterworth-Heinemann, c2005. |
| Description: | xxiv, 328 p. : col. ill. ; 23 cm. |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/5922213 |
Table of Contents:
- 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
