Pages Related to:
Marketing To American Latinos: 2 Volumes

Marketing to American Latinos: Table of Contents

VOLUME I Chapter 1: Hispanics in the U.S.: A Snapshot of the Year 2000

• Purchasing Power
• Who Is Hispanic?
• 'Latino' or 'Hispanic'?
• Hispanic Subgroups
• Geographical Distribution
• The Invisible Hispanic Market
  
  Chapter 2: Hispanic Past and Present
  
• Hispanic Heritage and Cultural Networks
• Hispanic Entrepreneurs
  
  Chapter 3: Is There a Hispanic "Melting Pot'?
  
• “Multicultural” Households
• Cultural and Regional Differences
• Acculturation in America
• Managing Language Complexity
• Spanish Preference
• Variations in Media Usage
• A “Home Away from Home”
  
  Chapter 4: "In-Culture" Advertising
  
• Communicating “In-Culture"
• What is Culture?
• How the Brain Works
• Dealing with Cultural Differences
• Cultural vs. Socioeconomic Differences
• The Dangers of Straight Translation
  
  Chapter 5: Ongoing Acculturation
  
• Acculturation Factors
• Acculturation and Individual Traits
• Retro-Acculturation
• A Traditional Culture
• Familismo
• Relationships with Children
• Machismo
• Mationismo
• Cultural Characteristics at a Glance
  
  Chapter 6: Marketing in a Bicultural Context
  
• Selecting Your Latino Market Segment
• The Latino Baby Boom
• Hispanic Youth or Generation N
• Marketing to Hispanic Youth-There Is a Difference
• Communicating with Latino Youth
• Marketing to Generation N
• Marketing to the 'New Latina'
  
  Chapter 7: Gaining 'Share of Heart"
  
• Avoiding Stereotypes
• Thinking and Communicating in a Different Culture
• You, Tu and Usted
  
  Chapter 8: How to Communicate In-Culture
  
• Play the Role of the Consumer
• Checking Your Cultural Base
• Visiting Hispanic Households
  
  Chapter 9: How to 'Think' Hispanic
  
• Different Life Stages
• Environment Makes a Difference
• The Ecosystemic Model
  
  Chapter 10: What’s in a Name?
  
• Cultural Diversity within the Market
• U.S. Mexicans
• U.S. Puerto Ricans
• U.S. Cubans Contents
  
  9 Case Studies
  American Honda
  JC Penney's
  La Opinion
  El POLLO LOCO
  House Foods Corporation
  California Lincoln Mercury Dealers Association
  Paragon Cable San Antonio
  Tecate'
  United States Postal Service
  
  VOLUME II Chapter 1. Hispanics in the United States, A Current Look
  
• A growth market
• Hispanics are young
• Diversity within the Latino community
• Geographic distribution
• Hispanic buying power
• Hispanic households
• The acculturation factor
• Educational attainment
• Hispanics in the labor force, business, and politics
  
  Chapter 2. Targeting to the Hearts and Minds of U.S. Latinos
  
• Segmenting Latinos for profits
• Segmenting by place of birth and generation
• Segmenting by language
• Segmenting by country of origin
• In-culture age segments
  
  Chapter 3. Hispanics as Customers
  
• Using in-culture household intelligence
• What Latinos buy
• How to get your products in front of Latinos
• Latino Lifestyles
• Healthcare and Latinos today
• Hispanic travel: an uncharted frontier
• Digital Marketing to U.S. Latinos
• The Hispanic media scene
• An Integrated Strategy for Hispanic Markets
• The integrated in-culture marketing strategy
  
  Click here to shop for Marketing to American Latinos

Return to main page of:
Marketing To American Latinos: 2 Volumes