Sindy Chapa – författare

Hispanic Marketing: The Evolution of the Latino Consumer 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.Written 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:the introduction of marketing theories that have developed through studies on new and current topics in Hispanic consumer behavior;new topics such as bilingualism, artificial intelligence, cause-related marketing, boycotting behavior, and influencer marketing;28 all-new case studies;updated figures and tables, including examples of advertisements and conceptual models; andinstructor material, including an instructor manual, slide pack, and a test bank.This 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.

Hispanic Marketing: The Evolution of the Latino Consumer 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.Written 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:the introduction of marketing theories that have developed through studies on new and current topics in Hispanic consumer behavior;new topics such as bilingualism, artificial intelligence, cause-related marketing, boycotting behavior, and influencer marketing;28 all-new case studies;updated figures and tables, including examples of advertisements and conceptual models; andinstructor material, including an instructor manual, slide pack, and a test bank.This 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.

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:twenty-seven new case studies which emphasize digital marketing applications theories and discussions on recent changes to Hispanic culture and societyconcepts of social identity, motivation, cognitive learning, acculturation, technology adaptation and the influence of word of mouth in relation to the Hispanic marketa brand new companion website for course instructors with PowerPoint slides, videos, testbank questions and assignment examplesReplete 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.