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Dr. Felipe Korzenny and Dr. Betty Ann Korzenny have just published their new book Hispanic Marketing: A Cultural Perspective, which explains the values, beliefs, and emotions of the US Hispanic community, and how marketing to this widely misunderstood demographic can make or break a company’s success.
There are over 40 million Hispanics living in the United States, and they represent a $750 billion economy. Corporations must recognize and incorporate Hispanic cultural values into their products, services, and communications. But what’s the best method? What works? What doesn’t? And more fundamentally, can those corporations connect with the Hispanic consumer?
Hispanic Marketing is not a book about repeating well-known statistics, however, but more about the Hispanic market as a cultural target. As Dr. Felipe Korzenny, a Professor and Director of the Center for the Study of Hispanic Marketing Communication at Florida State University, says…
“The US Hispanic marketing has reached and important stage of maturity. What marketers need the most now is an edge over competitors. In this book Betty Ann and I highlight the cultural issues that will allow marketers to more fundamentally connect with Hispanic consumers at a cultural level. This is a book about establishing a cultural connection with Hispanics to beat the competition.”
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