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Hispanic Customers for Life
Isabel Valdes' most recent book features a completely new analysis of Latino segments, based on how long Latinos have lived in the U.S. culture. These new segments provide an understanding not just of acculturation, but of how the length of time in country affects the way companies should position their products for Latinos. These descriptions will help you quantify and differentiate among people who are recent arrivals in the U.S., those who are third generation and beyond, and those who are second generation. In reality, a huge share of the Latino population was born in the United States and the majority of babies born today in the U.S. have Latino parents.Hispanic Purchasing PowerThe Seli...
Marketing to American Latinos
CD-ROM contains: Photographs -- Charts -- Tables -- Television advertisements.
Win! the Hispanic Market
Every businessperson, from the boardroom to the mom-and-pop retailer, knows that without customer growth, there is little hope of business growth. In the United States today, the most growth is coming from customers of Hispanic origin and projections are that the trend will continue. Hispanics are younger, have more children, and are still forming new households. Corporations that ¿right-size¿ the growth opportunity and invest appropriately when it comes to their Hispanic customers increase their shareholder value and have continued success in the marketplace. The top experts who contributed to this book demonstrate how to do it right. WIN the Hispanic Market: Strategies for Business Growth by M. Isabel Valdés, a pioneer in in-culture marketing and strategy, taps into the expertise of more than a dozen contributors, from Wall Street executives to advertising and retail experts.
Hispanic Market Handbook
A guide to understanding, reaching, and selling to Hispanic Americans. This volume provides background informaton, demographics and behavioural characteristics of major groups within this diverse market. Current case studies are included in this work.
Advertising to Baby Boomers
Using familiar examples, Nyren advises how to change prescription drug advertising, discusses planned retirement communities and the ways that they can be made more appealing to maturing consumers, and more importantly, offers valuable advice on the advertising of general consumer goods and services. Exploding the myth that Baby Boomers just want to retreat to their younger years, Nyren explains that Boomers are not hung up on age. "Who actually thinks about his or her age all the time, or even very often?" he asks. "Contrary to social commentators, the media, and certainly advertising agencies, most of the time we are who we are: people in our middle age, and not much different but a little different than other generations were in their middle ages. We're not jumping in mosh pits while juggling cans of soda, trying to be eighteen again.
A communication perspective on intellectual development
Paper presented to the XXXth annual conference of the internacional comu nication association.
Marketing to American Latinos
CD-ROM contains: Photographs -- Charts -- Tables -- Television advertisements.
