MARC Record from marc_openlibraries_phillipsacademy

LEADER: 09785cam a22004094a 4500
001 2358412
003 NOBLE
005 20060316093312.0
008 050329s2005 maua b 001 0 eng
010 $a2005008903
020 $a0750679034 (pbk. : alk. paper)
035 $a(OCoLC)58790992
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050 00 $aHF5415.33.U6$bK67 2005
082 00 $a658.8/0089/68073$222
100 1 $aKorzenny, Felipe.
245 10 $aHispanic marketing :$ba cultural perspective /$cFelipe Korzenny, Betty Ann Korzenny.
260 $aBurlington, MA :$bElsevier/Butterworth-Heinemann,$cc2005.
300 $axxiv, 328 p. :$bcol. ill. ;$c23 cm.
504 $aIncludes bibliographical references and index.
505 0 $aCh. 1: The Role of Culture in Cross-Cultural Marketing -- The importance of culture in marketing -- Culture -- Objective culture -- Examples of Hispanic objective culture -- Subjective culture -- Beliefs -- Values and attitudes -- Interpretation and perception -- Culture, fish, and water -- Cultural boundaries -- Marketers "angst" -- Why a cultural approach to marketing? -- A psycho-socio-cultural approach -- Accurate predictions of behavior -- What happens without cultural knowledge? -- 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 -- It is not a race -- A common heritage -- A common language -- Media facilitate specific targeting -- Geographic concentration -- A cultural perspective makes the difference -- Ch. 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 --Testing the Assumption of Homogeneity -- 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 -- Case Studies -- Marbo Tampico Case Study -- Bromley Charmin Case Study -- Ch. 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 -- Similarity and Homophily -- Expertise and Successful Models -- Even an Oppressor can be a Model -- Empirical Determination of Models -- Identity and Socialization -- Marketers Need for Predictability -- Hispanic Identities and Labels -- The Question Influences the Answer -- Essentially Hispanic? -- 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 -- Behavioral/Objective Measures: Subjective Cultural Identification -- Conclusions and Implications for Marketers -- Case Studies -- Acento Nissan Case Study -- Enlace Macy's West Case study.
505 0 $aCh. 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 -- Spanish Speaking Hispanics are Easy to Target -- Why Not Target English Speaking Hispanics? -- An Overlooked Language Opportunity -- The Language Numbers Game -- The 2003 Yankelovich Multicultural Monitor -- English Language Understanding -- Those Who First Learned Spanish Watch Half Their TV in English -- Language Ambivalence -- Trust in Brands and Ad Persuasiveness -- A Complex but Flourishing Identity -- A Schizophrenic Communication Environment -- The New Dynamic of the Hispanic market -- Conclusions and Implications for Marketers -- Case Studies -- Español Corona Extra Case Study -- San Jose Group Ameritech Caller ID Case Study -- Ch. 5: The Processes of Enculturation, Acculturation, and Assimilation -- The New Immigration Mix -- The Meaning of Cultural Change -- Culture and Awareness -- Enculturation, Acculturation, and Assimilation -- Enculturation -- Acculturation and Assimilations -- Third Culture Individuals -- Acculturation Segmentation -- Bi-Dimensional Acculturation Segmentation -- A Multidimensional Acculturation Segmentation -- Acculturation Segmentation by Life Stage -- Acculturation Segmentation and Cultural Tension -- The Future of Hispanic Segmentation -- Stereotypes and Acculturation -- Stereotype Stages -- Stereotypes and Their Impact on the Larger Society -- Stereotypes and Their Impact on Hispanics -- Conclusions and Implications for marketers -- Case Studies -- KFernandez McCormick Case Study -- San Jose Group National Pork Board Case Study -- Español Countrywide Case Study -- Allstate Case Study -- Ch. 6: Cultural Dimensions and Archetypes -- Going beyond the surface to beat the competition -- Successful positioning -- Cultural dimensions and archetypes as means to needed differentiation in the marketplace -- Establishing a cultural-emotional link with consumers -- Cultural Dimensions -- Monochronism and polychronism -- Cultural perceptions of time -- Customer care and product usage -- Media habits -- Monomorphic and polymorphic leadership -- Individualism and collectivism -- Androgyny -- Cultural attributions -- Cultural archetypes -- Identifying archetypes -- Popular culture and literature -- In-depth interviewing and ethnography -- Selected archetypes that make a marketing communication difference in the Hispanic market: Money -- Happiness, life, religion, and death -- The roots of fatalism -- Mañana -- Celebration of life -- Life is a valley of tears -- Guilt vs. Shame -- Parent-Child Relationships -- Machismo and Marianismo -- Health beliefs, remedies, and modern medicine -- Curanderismo -- Hot and Cold Theory of Illness -- Conclusions and Implications for marketers -- Case Studies -- San Jose Group Ameritech Voicemail Case Study -- Bromley Burger King Case Study -- MendozaDillon Galderma Case Study -- San Jose Group ATA Case Study -- Ch. 7: Culturally Informed Strategy Based on Grounded Research --The Cultural Research Paradox -- The Paradox of Linguistic Equivalence -- Cultural Adaptation and Transculturation -- Back Translation -- The Paradox -- The Emic and Etic Perspectives -- "Cultural Bias" and Standardization -- Use of Scales -- Likert-Type Scales -- Ratio Type Scales -- Semantic Differential Scales -- Little Faces -- Choice of Data Collection Approaches -- The Wrong Question -- Qualitative Approaches -- Focus Groups -- Key considerations in making a Hispanic focus group productive -- Mini Groups -- Dyads -- In-Depth One-On-One Interviews -- Ethnographic Interviews -- Scrapbooks and Photographs -- Quantitative Approaches -- Selection of Approach -- Mail -- Phone -- Door-to-Door -- Intercepts -- Online -- Common Types of Quantitative Studies -- Specific Hispanic Issues in Quantitative Research -- The Account Planner -- Conclusions and Implications for marketers.
505 0 $aCh. 8: US. Hispanic Media Environment and Strategy -- Television -- Univision Grew With the Market -- Telemundo Trying Harder -- The Acceleration of Change -- Mun2 -- Azteca America -- Hispanic Television Network -- Cable and Satellite Options -- Liberation Technologies -- What Hispanics Watch -- Radio -- The Culture of Radio Listening -- Hispanic Radio's Growth and Consolidation in the US -- Underestimating Radio -- Still, It Is Not Only Spanish Radio -- Print -- Functional literacy -- Distribution -- Print Media Content -- The Movie Theater -- The Internet -- The Customization of Culture -- Marketing and the Internet -- Grassroots, Networks, Promotions -- A New Way of Thinking -- Conclusions and Implications for marketers -- Case Study -- Time Warner Cable Houston Case Study -- Ch. 9: The Evolution of Hispanic Marketing -- The Origin of a Market -- An Explosion of Identity -- The Story of the Hispanic Market -- The Early Days of the Hispanic Market -- The 1980's "Decade of the Hispanic" -- The Take-off years of the 1990's -- The 2000's "Latin Boom" -- Conclusions and Implications for marketers -- Ch. 10: The Future -- Size and Futurism -- Removing Obstacles -- Lifestyle and Economic Borders Replace National Borders -- Twin Small Towns: Small Town USA and Small Town Latin America -- The Consequences of Self Exportation -- "El Otro Lado" or The Other Side -- Technology Enables Cross Border Lives -- Mutual Cultural Influence and Consumer Behavior -- Brands Transcend Nations -- Economic Behavior Changes -- The Right and the Wrong: Ethics in Hispanic Marketing.
650 0 $aHispanic American consumers.
650 0 $aConsumer behavior$zUnited States.
650 0 $aTarget marketing$zUnited States.
700 1 $aKorzenny, Betty Ann,$d1933-
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