| Edition |
1st ed. |
| Description |
xxii, 435 pages : illustrations ; 23 cm |
| Note |
Accompanied by a companion web site. |
| Bibliography |
Includes bibliographical references (pages 417-423) and index. |
| Contents |
A snapshot of the U.S. Hispanic market / Jonathon R. Ashton, Michele Valdovinos -- Latino identity & situational Latinidad / Federico Subervi, Diana Rios -- Beyond skin color / Deborah Vallejo -- A deeper look into the U.S. Hispanic market / Derene Allen, Madalyn Friedman -- Hispanic projections / Roger Selbert -- Qualitative and quantitative research strategies / Miguel Gomez Winebrenner -- Segmentation by level of acculturation / Miguel Gomez Winebrenner -- Effective translations / Tony Malaghan -- Marketing to U.S. Hispanics online / Richard Israel, Cynthia Nelson -- Hispanic public relations and its emergence as an industry / Dora O. Tovar -- Latino media : a cultural connection / Federico Subervi, Heidi Eusebio -- Electronic publicity and broadcast public relations / David Henry -- Maximizing public relations results with entertainment / Claudia Santa Cruz -- Hispanic public relations return on investment / Christine Clavijo-Kish, Dalia Paratore Salazar -- Cultural understanding key to effective Hispanic media training / Elena del Valle. |
| Subject |
Hispanic American consumers.
|
|
Hispanic American consumers. |
|
Consumer behavior -- United States.
|
|
Consumer behavior. |
|
United States. |
|
Target marketing -- United States.
|
|
Target marketing. |
|
Hispanic American mass media.
|
|
Hispanic American mass media. |
| Added Author |
Valle, Elena del.
|
| Added Title |
Hispanic marketing and public relations |
| ISBN |
1932534083 |
|
9781932534085 |
|
