{"product_id":"9781032137742-hispanic-marketing","title":"Hispanic Marketing","description":"\u003cmeta content=\"text\/html; charset=utf-8\" http-equiv=\"Content-Type\"\u003e\u003cp\u003e\u003cspan\u003eThe Evolution of the Latino Consumer\u003cbr\u003e\u003cp\u003eThis book focuses on using cultural insights to connect with Hispanic consumers. This fourth edition brings up to date the theories, concepts and practices that help readers understand Hispanic consumers and marketing communication campaigns across Hispanic segments, and includes new case studies and instructor materials.\u003c\/p\u003e\n\u003cbr\u003e\u003cp\u003e\u003ci\u003eHispanic Marketing: The Evolution of the Latino Consumer \u003c\/i\u003efocuses on using cultural insights to connect with Hispanic consumers. This fourth edition brings up to date the theories, concepts, and practices that help readers understand Hispanic consumers and marketing communication campaigns across Hispanic segments.\u003c\/p\u003e\n\u003cp\u003eWritten by leaders in the field of Hispanic marketing, this book uses theories of culture, acculturation, and social identification, among others, to explain Hispanic consumer reactions to products and advertising. It explores cross-cultural values and issues associated with branding, language, and acculturation, and provides the consumer insights required to understand, plan for, and respond to differences between Hispanic and non-Hispanic markets and across segmentation. Each chapter includes real-life case studies and distills the key implications for marketers, to ensure students grasp the essential concepts. This fourth edition includes:\u003c\/p\u003e\n\u003cul\u003e\n\u003cli\u003ethe introduction of marketing theories that have developed through studies on new and current topics in Hispanic consumer behavior;\u003c\/li\u003e\n\u003cli\u003enew topics such as bilingualism, artificial intelligence, cause-related marketing, boycotting behavior, and influencer marketing;\u003c\/li\u003e\n\u003cli\u003e28 all-new case studies;\u003c\/li\u003e\n\u003cli\u003eupdated figures and tables, including examples of advertisements and conceptual models; and\u003c\/li\u003e\n\u003cli\u003einstructor material, including an instructor manual, slide pack, and a test bank.\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp\u003eThis is important reading for undergraduate and postgraduate students studying Hispanic marketing and consumer behaviour specifically, as well as those interested in cross-cultural consumer behaviour and multicultural marketing. Support materials for this book are available at www.routledge.com\/9781032137742.\u003c\/p\u003e\n\u003cbr\u003e\u003cbr\u003e\u003c\/span\u003e\u003c\/p\u003e","brand":"Rarewaves","offers":[{"title":"Default Title","offer_id":54838346776950,"sku":"9781032137742","price":60.81,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0092\/7504\/8033\/files\/orig_31537961.jpg?v=1733338047","url":"https:\/\/www.rarewaves.com\/products\/9781032137742-hispanic-marketing","provider":"Rarewaves.com","version":"1.0","type":"link"}