Hispanic Marketing
& Public Relations: Understanding and Targeting America's
Largest Minority - $49.95 Paperback
Edited by: Elena Valle
This book turns to a wealth of sources to tackle the problem of marketing to
Hispanics. Nineteen experts have been tapped to produce this compendium of analysis,
case studies and market data. With a forward by research authority Carlos Santiago
of California-based Santiago Solutions Group, the text is followed up by the
work of 16 marketing pros and two academics. Topics include acculturation issues,
reaching Hispanics online, targeting Hispanics in Spanish, demographic projections,
perceptions, public relations, Hispanic media, electronic publicity and media
training, special events and qualitative and quantitative research considerations.
Proceeds from the book’s sale will benefi t the Hispanic Marketing & Communication Association (HMCA), a volunteer nonprofi t professional association dedicated to Hispanic marketing excellence.
Poyeen Publishers:
www.poyeen.com
Hispanic Marketing:
A Cultural Perspective - $29.95 Paperback
r By: Felipe Korzenny and Betty Ann Korzenny
This in-depth approach to Hispanic marketing takes a cultural approach to its
subject, while introducing fresh case studies. Taking the measure of the values
and emotions that make Hispanics tick, Hispanic Marketing breaks down its subject
into its discrete components. All chapters have been previously “road-tested” as the focus of public presentations and lectures designed for marketing professionals. This text covers everything from defi ning the intricately diverse and dynamic Hispanic market, to how to tap it. An ambitious approach, this work attempts to grapple with the subject in its rich, and sometimes daunting, entirety.
Elsevier:
www.elsevier.com
Brand Hijack:
Marketing Without Marketing - $36.00 Hardcover
By Alex Wipperfurth
Here’s your “how-to” guide for allowing the market, with all of its pent-up momentum and energy, to take over the thrust of your marketing for you. Here’s one of the most cutting-edge books on marketing theory and practice. Rather than controlling every aspect of marketing your brand, Wipperfurth shows you how to do the opposite: let go. Which is to say, you allow your consumers to participate in the creation of your brand. While the concept may sound simple, less disciplined and less labor intensive than traditional marketing approaches, the author makes the case that quite the reverse is true. However, the payoff, as the Red Bull case study in this book reveals, can be substantial.
Portfolio:
http://us.penguingroup.com
