Hispanic Marketing: Connecting with the New Latino Consumer

Hispanic Marketing: Connecting with the New Latino Consumer

Hispanic Marketing: Connecting with the New Latino Consumer

Hispanic Marketing: Connecting with the New Latino Consumer


Hispanic Marketing: Connecting with the New Latino Consumeris 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.


The work on this book started in the 1970s when Felipe was a graduate student at Michigan State University. It is the product of much work that has taken place since then in the company of Betty Ann Korzenny. We both have been immersed in the US Hispanic community and market for a long time. We have seen the US Hispanic market evolve and have witnessed changes in assumptions and in the identity itself of the people that conform it.

Our first book on this subject was published in 2005. So many factors have changed in such a short period of time that a publication in 2011 exhibits substantive differences in content and approach. The similarities in the treatment of the topic are useful because they have shown to help readers become immersed in the consumer mindset of the Latino culture.

In 6 years we have witnessed major economic downturns and changes in the attitudes of many Americans toward Hispanics and immigrants. Many of these changes have been unfortunate but have contributed to the emergence of a new identity and to a new social cohesion among Latinos. It seems like many of the ups and downs of the economy and social trends have crystallized and resulted in a NEW LATINO CONSUMER IDENTITY. Hence the new subtitle of this book.

Further, the processes of acculturation and assimilation have become more complex on one hand and on the other they have become less important in how we look at Hispanic consumers in the US. Several chapters in this new treatment of the subject deal with these issues. As the Latino population of the US matures and becomes more native than immigrant, the way in which we study it has to change. One thing, however, remains the unifying factor that makes pursuing this rich market feasible and productive, and that is the Hispanic culture that is shared at the most intimate levels of being. Here is where the opportunity resides.

This book is organized as the content calls for priorities. First is an understanding of the market with its idiosyncrasies and richness, including issues of culture, language, and psycho-socio-cultural phenomena. Then the book proceeds to deal specifically with cultural insights that make a difference. These are the kernels of cultural connection that allow marketers to establish links with many Latinos simultaneously. These are precisely the elements that make marketing to Hispanics rewarding and profitable.

This book further explains how many of these insights can be obtained and the numerous issues that need to be considered in attempting to better understand the . . .

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