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epub Marketing to American Latinos: A Guide to the In-Culture Approach, Part II download

by M. Isabel Valdes

  • ISBN: 0967143926
  • Author: M. Isabel Valdes
  • ePub ver: 1662 kb
  • Fb2 ver: 1662 kb
  • Rating: 4.2 of 5
  • Language: English
  • Pages: 368
  • Publisher: Paramount Market Pub (September 2002)
  • Formats: mbr doc mobi txt
  • Category: Money
  • Subcategory: Marketing & Sales
epub Marketing to American Latinos: A Guide to the In-Culture Approach, Part II download

Includes bibliographical references and index.

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Marketing to American Latinos book.

With their growing strength in numbers, Hispanics are the hottest target market in the United States, but there is a lot companies need to learn to reach the . Marketing to American Latinos Pt. 2 : A Guide to the In-Culture Approach. by María Isabel Valdés.

With their growing strength in numbers, Hispanics are the hottest target market in the United States, but there is a lot companies need to learn to reach the hearts. Select Format: Hardcover.

Marketing to American Latinos: A Guide to the In-Culture Approach, Part II, by M. Isabel Valdes picks up where Part I left off. M. aldes uses data from the ACNielsen Hispanic Homescan Panel to analyze spending patterns of Hispanics as they move from Spanish-preferred to English-preferred in the acculturation process. The book examines Hispanic spending on many food products in detail, as well as analyzing where Hispanics spend their retail dollars.

Sylvia Keyes (Professor of Marketing, Department of Management, School of Management and Aviation Science, Bridgewater State .

Sylvia Keyes (Professor of Marketing, Department of Management, School of Management and Aviation Science, Bridgewater State College, Bridgewater, Massachusetts, USA). Journal of Consumer Marketing.

Marketing to American Latinos A Guide to the In-Culture Approach - Part . The book examines Hispanic spending on many food products in detail, a. .

Marketing to American Latinos A Guide to the In-Culture Approach - Part 2. By M. Isabel Valdes. With their growing strength in numbers, Hispanics are the hottest target market in the United States, but there is a lot companies need to learn to reach the hearts and minds of this ethnic group. aldés uses data from the ACNielsen Hispanic Homescan Panel to analyze spending patterns of Hispanics as they move from Spanish-preferred to English-preferred in the acculturation process. Read the excerpt: The Hispanic Media Scene .

In addition, data shows how some market segments are still very active while others have reached a mature life cycle. The publication on a monthly basis is becoming preeminent among the new titles appeared in the market. The role of the Internet is discussed as both a threat and an opportunity for the magazine industry. Key words: Spanish magazine industry, concentration,, mergers.

The In-Culture™ analysis provided granular intelligence and shopper insights that can significantly aid suppliers and retailers to target and merchandize to the . The Center for Multicultural Science invites you to join us in this effort.

The In-Culture™ analysis provided granular intelligence and shopper insights that can significantly aid suppliers and retailers to target and merchandize to the multicultural shopper, successfully. 3. While there is a trend towards creating total market strategies, this study underscores the need to strategically support and invest in brand activation at a local level. Findings from the In-Culture™ marketing analysis reinforce the need for hyper-local marketing and retail sales strategies, and on-going, robust, community-based retail programs.

M 37. Rebecca Gardyn, A Market Kept in the Closet, American Demographics, November 2001, pp. 37–43.

Isabel Valdes, Marketing to American Latinos: A. Guide to the In-Culture Approach, Part II (Ithaca, NY: Paramount Market Publishing, 2002); Alfred L. Schreiber, Multicultural Marketing (Lincolnwood, IL: NTC. Business Books, 2001). 32. Jacquelyn Lynn, Tapping the Riches of Bilingual. 37. 38. Nanette Byrnes, Secrets of the Male Shopper, BusinessWeek, September 4, 2006, p. 44. 39. Elisabeth Sullivan, The Age of Prudence, Marketing. News, April 15, 2009, pp. 8–11; Steve Hamm, The.

Isabel Valdes' most recent book features a completely new analysis of Latino segments, based on how long Latinos have lived in the . These new segments provide an understanding not just of acculturation, but of how the length of time in country affects the way companies should position their products for Latinos. These descriptions will help you quantify and differentiate among people who are recent arrivals in the . those who are third generation and beyond, and those who are second generation

With their growing strength in numbers, Hispanics are the hottest target market in the United States, but there is a lot companies need to learn to reach the hearts and minds of this ethnic group.

Marketing to American Latinos: A Guide to the In-Culture Approach, Part II, by M. Isabel Valdés picks up where Part I left off. Ms.Valdés uses data from the ACNielsen Hispanic Homescan Panel to analyze spending patterns of Hispanics as they move from Spanish-preferred to English-preferred in the acculturation process. The book examines Hispanic spending on many food products in detail, as well as analyzing where Hispanics spend their retail dollars.

In addition, Ms. Valdés shares four different ways of segmenting the Hispanic market. With the benefit of Census 2000 data, the second part of this series segments the Hispanic population based on age, acculturation and language, country of origin, and by generation. She says that companies may need to use one or more of these segmentations in order to properly target the appropriate segment of the Hispanic market.

Included in the book are many new case studies from a variety of different industries, a list of the 100 best websites for targeting Hispanics, and a formula for creating an integrated marketing communications strategy for this important market segment.

Comments (3)

Ral
Valdes' findings have become outdated in the last few years due to the recent changes within the Latino/Hispanic demographic. The basics of her research might still apply to Spanish-dominant Latinos/Hispanics who are now the minority among this whole ethnic group, but not to the majority who are indeed bilingual, more acculturated, and prefer speaking English. This book does not apply to the new Latino/Hispanic -English-dominants, and thus, it is now outdated. Mari D. Gonzalez
Connorise
When I took my first trip to California in the 1960's, I saw fast food outlets selling a strange cuisine that I had never seen on the east coast - tacos. I hadn't a clue what this was..never even heard the word. Much has changed since then.
Latinos are a major new presence and force in the United States, whose influence on our commerce and politics will only continue to grow. For those who have more than casual interest in this phenomenon, perhaps for purposes of business or for politics, Isabel Valdes has produced a most timely and useful guide. Ms Valdes, with professional precision, takes apart this demographic and cultural Rubik's Cube, lays the pieces out before the reader, and then, taking the reader by the hand, methodically and meaningfully puts it all back together. Weaving together a tapestry of various countries of origin, age distribution, language preference, time in the US, etc, the author helps us sort through the reality behind the headlines and develops systematic approaches to formulate an effective and targeted business strategy. Data is targeted, timely, well presented, and well analyzed. Yet, the human dynamic behind the data is not lost. Highly recommended.
Getaianne
This book only begins to scratch the surface. It is well-written and covers some good points. Too expensive though.
At Hispanic Insight we look at the importance of understanding the consumer for your specific product but also looking at how your company will need to be managed to bring about the desired product or service for the consumer. Attitude brings change , not only knowledge. Good start but only scratches the surface.

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