Connecting with the New Latino ConsumerBy
- Felipe Korzenny, Professor and Founding Director of the Center for Hispanic Marketing Communication, Florida State University, Tallahassee, FL, USA and Co-Founder of Cheskin.
- Betty Ann Korzenny, Owner of Korzenny Consulting, FL, USA; Associate Director, Center for Hispanic Marketing Communication, College of Communication, Florida State University, Tallahassee, FL, USA
Published: August 2011
Imprint: Butterworth Heinemann
âIf youâre a marketer looking to better understand the lucrative Hispanic segment, then this book is for you. Felipe and Betty Ann Korzenny take you on a journey inside the mind of the Latino consumer and provide you with the perspective and facts you need to design more effective and efficient Hispanic marketing strategies.â
Gian Fulgoni - Chairman, comScore"Even after 28+ years of conducting multicultural marketing research, reading this book was an eye-opener. It delves into nuances that anyone working in, or contemplating a career in, any type of marketing should read. The old assumptions have changed! This book brings together the proper questions a marketer should ask along with how to interpret the answers BEFORE potentially catastrophic mistakes are made." Michael Halberstram, Interviewing Service of AmericaâThis book should be on the desk of every marketer responsible for effectively understanding and targeting Hispanic consumers in the US. Itâs an invaluable primer for those who are new to the market and need to understand the cultural history and dimensions of this population. Those who are well entrenched in this market will find the case studies, practical advice and overall frameworks well suited for further building their business case and exploring new ways to position their campaigns and products.â Tamara Barber, Multicultural Marketing Expert