Hispanic Marketing: Connecting with the New Latino Consumer

The MMR Library staff has compiled a list of recommended resources that every multicultural marketer and diversity executive should consider for their office bookshelf.

In this section, you will find a list of suggested books, white papers, reports, studies and downloads about multicultural marketing and diversity. These resources are available either for sale within this section, via links to individual websites, at Amazon.com and, in some cases, as a free download.

For additional background reading (at no cost,) make sure to visit other sections of this website such as Articles on multicultural marketing and diversity or within special sections on ethnic markets.

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Hispanic Marketing: Connecting with the New Latino Consumer

This book is about using cultural insights to connect with Latino consumers. It's about marketing strategies that tap into the passion of Hispanic consumers so that marketers and service providers can establish the deep connections they need for a successful campaign. This book provides an understanding of the Latino consumer that goes beyond simplistic recipes. This highly revised and expanded edition comes on the heels of new US Census figures: Hispanics now account for 53% of the US population growth since 2000, soaring to over 16% of the total population. Corporations are now realizing that they must incorporate Hispanic cultural values into their products, services, and communications. This edition reflects and responds to the profound changes the Latino market has experienced since the first edition. It considers the way in which changes in cultural identity, immigration, economics, and market synergies need to be addressed in a new relationship with Hispanic consumers. Twenty-five new industry case studies illustrate the chapters. These case studies show how brands from diverse categories have developed a cultural understanding of their Latino target and created campaigns that established strong bonds.

Authors: Felipe and Betty Ann Korzenny
Publisher: Butterworth-Heinemann
Year: 2011