MARC Record from marc_columbia

LEADER: 06300cam a2200697Ia 4500
001 14705821
005 20201022132248.0
006 m o d
007 cr cnu---unuuu
008 051003s2005 mau ob 001 0 eng d
010 $z 2005008903
035 $a(OCoLC)ocm61764436
035 $a(NNC)14705821
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019 $a71835582$a171114251$a441790524$a701851597$a1086447361$a1149220685
020 $a1423726170$q(electronic bk.)
020 $a9781423726173$q(electronic bk.)
020 $a0080478352$q(electronic bk.)
020 $a9780080478357$q(electronic bk.)
020 $a9781136398711$q(e-book ;$qPDF)
020 $a1136398716$q(e-book ;$qPDF)
020 $a9781136398667$q(e-book ;$qMobi)
020 $a113639866X$q(e-book ;$qMobi)
020 $a9781136398704$q(e-book ;$qePub)
020 $a1136398708$q(e-book ;$qePub)
020 $z9780750679039$q(paperback)
020 $z0750679034$q(Paper)
035 $a(OCoLC)61764436$z(OCoLC)71835582$z(OCoLC)171114251$z(OCoLC)441790524$z(OCoLC)701851597$z(OCoLC)1086447361$z(OCoLC)1149220685
037 $aEBL238877$beBook Library$nhttp://www.eblib.com
043 $an-us---
050 4 $aHF5415.33.U6$bK67 2005eb
072 7 $aBUS$x043000$2bisacsh
072 7 $aBUS$x078000$2bisacsh
082 04 $a658.8/0089/68073$222
049 $aZCUA
100 1 $aKorzenny, Felipe.
245 10 $aHispanic marketing :$ba cultural perspective /$cFelipe Korzenny, Betty Ann Korzenny.
260 $aBoston :$bElsevier/Butterworth-Heinemann,$c©2005.
300 $a1 online resource (1 volume)
336 $atext$btxt$2rdacontent
337 $acomputer$bc$2rdamedia
338 $aonline resource$bcr$2rdacarrier
504 $aIncludes bibliographical references and index.
588 0 $aPrint version record.
505 0 $aCover -- Contents -- Acknowledgments -- Introduction -- 1: The Role of Culture in Cross-Cultural Marketing -- The Importance of Culture in Marketing -- Culture -- Culture, Fish, and Water -- Cultural Boundaries -- Why a Cultural Approach to Marketing? -- A Psycho-Socio-Cultural Approach -- Accurate Predictions of Behavior -- The Paradox of Social Class across Cultures -- The Challenge Facing Hispanic Ad Agencies -- A Targetable Market? -- Size -- Purchasing Power -- Shared Perceptions, Motivations, Beliefs, and Values -- A Common Language -- Media Facilitate Specific Targeting -- Geographic Concentration -- A Cultural Perspective Makes the Difference -- 2: Characteristics of the Hispanic Market -- Cultural and Historical Origins of Hispanics -- Iberian Diversity and Commonality -- What Constitutes the Hispanic Market -- Hispanic Immigration and How the Border Was Left Behind -- Mexico as the Largest Contributor -- Puerto Rico -- Cuba -- Central America -- South America -- Dominicans -- Implications of Homogeneity and Diversity -- Geographic Trends -- Implications of Geographic Dispersion -- Socioeconomic Trends -- The Elite -- The Middle Class -- The Working Class Mass -- Income Levels -- Family Size and Economic Behavior -- Education -- Conclusions and Implications for Marketers -- Implications for Marketers -- Case Studies -- Case Study: Marbo -- Tampico -- Case Study: Bromley -- Charmin -- 3: What Makes Hispanics "Hispanic" -- The Role of Cultural Identity in Marketing -- Reference Groups as the Basis of Cultural Identity -- Social Learning Theory and Reference Groups -- Identity and Socialization -- Marketers' Need for Predictability -- Hispanic Identities and Labels -- The Question Influences the Answer -- Labels -- Hispanic or Latino? -- The Measurement Challenge -- Label Choice as Equivalent of Identity -- Classification Based on Country of Origin/Ancestry -- Further Identity/Reference Group Measures -- Conclusions -- Implications for Marketers -- Case Studies -- Case Study: Acento -- Nissan -- Case Study: Enlace -- Macy's West -- 4: The Role of Language in Hispanic Marketing -- The Relationship between Language and Culture -- The Art of Translation -- Professional Translations -- Translation, Confusion, and the Reason Why -- Should It Be in Spanish, English, or Bilingual? -- Language and Thought -- Why Market in Spanish? -- Reach Out and Touch Someone -- "Spanglish," Code-Switching, and the Future -- A Language or a Style of Communication? -- Purism vs. Pragmatism -- The Emerging Bilingual Hispanic Market -- The Growing Importance of Marketing to Hispanics in English -- Conclusions -- Implications for Marketers -- Case Studies -- Case Study: Español -- Corona Extra -- Case Study: The San Jose Group -- Ameritech Caller ID -- 5: The Processes of Enculturation, Acculturation, and Assimilation -- The New Immigration Mix -- The Meaning of Cultural Change -- Culture and Awareness -- Enculturation, Acculturation, and Assimilation -- E.
520 $aThis book is about strategic thinking in Hispanic marketing. The size and economic importance of the Hispanic market in the US are attracting enormous attention. The buying power of the US Hispanic market is now larger than the GDP of the entire country of Mexico, and it is the second largest Hispanic market in the world.
650 0 $aHispanic American consumers.
650 0 $aConsumer behavior$zUnited States.
650 0 $aTarget marketing$zUnited States.
650 7 $aBUSINESS & ECONOMICS$xMarketing$xGeneral.$2bisacsh
650 7 $aBUSINESS & ECONOMICS$xDistribution.$2bisacsh
650 7 $aConsumer behavior.$2fast$0(OCoLC)fst00876238
650 7 $aHispanic American consumers.$2fast$0(OCoLC)fst00957375
650 7 $aTarget marketing.$2fast$0(OCoLC)fst01143138
651 7 $aUnited States.$2fast$0(OCoLC)fst01204155
655 0 $aElectronic books.
655 4 $aElectronic books.
700 1 $aKorzenny, Betty Ann,$d1933-
776 08 $iPrint version:$aKorzenny, Felipe.$tHispanic marketing.$dBoston : Elsevier/Butterworth-Heinemann, ©2005$z0750679034$w(DLC) 2005008903$w(OCoLC)58790992
856 40 $uhttp://www.columbia.edu/cgi-bin/cul/resolve?clio14705821$zTaylor & Francis eBooks
852 8 $blweb$hEBOOKS