Hispanic Marketing: A Cultural Perspective
- ISBN13: 9780750679039
- Condition: NEW
- Notes: Brand New from Publisher. No Remainder Mark.
This book is about strategic thinking in Hispanic marketing. The size and economic importance of the Hispanic market in the US are attracting enormous attention. The buying power of the US Hispanic market is now larger than the GDP of the entire country of Mexico, and it is the second largest Hispanic market in the world. Businesses and institutions have launched major initiatives to reach this important segment. Yet, the number of qualified individuals who understand the market is small; and
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(out of 6 reviews)
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His Panic: Why Americans Fear Hispanics in The U.S.
An account of the Hispanic population-s growth and the changing face of America from world-renowned journalist Geraldo Rivera-now updated with a new Foreword.
Since his infamous confrontation with Bill O-Reilly on The O-Reilly Factor, Emmy- award winner Geraldo Rivera has examined what makes the issue of illegal Hispanic immigration so complex. With widespread fury and frustration directed at Hispanics, the nation-s largest minority, this may be the single most divisive issue in America
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(out of 59 reviews)
List Price: $ 15.00
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Review by D. Teran for Hispanic Marketing: A Cultural Perspective
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This is truly a pioneer work in the field of Hispanic Marketing. The author really disects the theory and uses case studies to illustrate his points. Highly recommended in a field that is still in an infant stage and relies heavily on empiric information. His analysis goes beyond the ‘business’ aspect of Hispanic Marketing giving it a cultural perspective.
June 22nd, 2010 at 7:07 am
Review by Valeria Cesanelli for Hispanic Marketing: A Cultural Perspective
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Many of the information out there on Hispanic marketing is repetitive and basic. This book digs deep into the cultural issues that frame the topics that concern marketers. It provides insight for the non_hispanic that will leverage their marketing skills with knowledge of a culture that otherwise seems like a big puzzle with too many parts.
June 22nd, 2010 at 8:06 am
Review by Marta Villanueva for Hispanic Marketing: A Cultural Perspective
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In this book, the Korzennys completely immerse the reader into the Hispanic mind by setting a firm foundation in history, demographics, socioeconomics, geography, and other aspects of the Hispanic experience. Taking the reader deep into complex concepts such as archetypes, core values, and beliefs, the Korzennys provide effective models and approaches for successfully targeting the Hispanic market. Reading each chapter of this book is like putting together a puzzle that when fitted together completes the picture of the Hispanic experience.
The richness of this book comes in the easy way it explains the complexities that exist in the Hispanic market, tackling complex issues like going beyond “superficially” marketing to Hispanics, English and Spanish language usage, acculturation dimensions, and archetypes, to name a few.
Accomplishing the daunting task of effectively catering to various readers with something for anyone interested in Hispanic market, this book will leave you feeling much better equipped to target the Hispanic market. With a solid foundation of basic knowledge, practical applications, and high level concepts, Hispanic Marketing: A Cultural Perspective is a must-read book that will never collect dust on your shelf… you will find yourself referring to it again and again for its wealth of insight and breadth of cultural knowledge.
June 22nd, 2010 at 8:59 am
Review by Isabel Aneyba for Hispanic Marketing: A Cultural Perspective
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I always strive to better understand how to take advantage of the Hispanic market opportunity. I read the book “Hispanic Marketing” as soon as it came out in 2005. Since then I have read every single Hispanic marketing book that was issued. To my surprise this book is still the best. Each chapter and case is very detailed and offers an outstanding amount of knowledge, insight and foresight.
I simply called this book “the bible” for any one that is doing research, marketing, and targeting the Hispanic market. The cases shared in this book say “the truth” about how to successfully connect with Hispanics through cultural insights.
This book’s authors, Mr. and Mrs. Korzenny, are very generous marketers who want us – the readers- to succeed in all our Hispanic Marketing endeavors.
June 22nd, 2010 at 9:21 am
Review by F. Jacobo for Hispanic Marketing: A Cultural Perspective
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I am finishing chapter 6 and I am truly enjoying it. It is quite straight forward, clear and a well supported book. it does a great work clearly stating facts and concepts that as professional Hispanic Marketer I know, empirically; clarifying end defining intrinsic concepts while providing research bases to back up the naturally obtained knowledge.
The book should be a great tool to educate anyone who gets involved in Hispanic mktg, regardless of degree of expertise; but particularly those of non-Hispanic background. For professional Hispanic marketers it makes a very good work establishing common bases of knowledge and standardizing conceptual language.
I am particularly enjoying the cases which are an excellent source of shared knowledge. The more I read these cases the more I want to study more of them. I am eager to be exposed to more updated ones and would love to be able to get more details on them.
June 22nd, 2010 at 10:09 am
Review by D. MILLS for His Panic: Why Americans Fear Hispanics in The U.S.
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This is Geraldo’s attempt to address the anti-immigrant hatred and paranoia. After his infamous April 2007 confrontation with Bill O’Reilly, Geraldo noticed how vitriolic attacks, myths and outright lies shaped the immigration debate in the nation.
Most striking is that Geraldo honestly admits the bad and the ugly with respect to Hispanics. With respect to gangs, Geraldo openly and honestly admits that in some areas Hispanic gangs are a “severe and undeniable problem”. He openly admits that some gangs have targeted black people specifically because of their race. He admits that immigrant labor lowers the wages of low end jobs. He admits that Hispanic performance in education is not admirable. The honesty in this book is refreshing.
This is not a hit piece. It doesn’t dissect the words of Dobbs, Tancredo and Gilchrist taking comments out of context with the intent to insult individuals. Although this book is written to criticize the paranoid, radical anti-immigration leftist dogma, the book also explores what Geraldo refers to as America’s “honorable tradition of open-minded welcome” of immigrants. He provides examples of citizens who appreciate immigrants, cherish the contributions they make to society and make efforts to accommodate them.
What is most evident in this book is the contrast between Geraldo’s perspective and that of anti-immigration fanatics. Tancredo sees poor, brown skinned people in Miami and declares it a third world country [It's not a country; it's a city, but nevertheless]. In contrast Geraldo sees homes where parents hug their children, where men and women go to work, where friends play basketball or soccer together, where young lovers hold hands and where young and old like to take an occasional afternoon off to go fishing.
In addressing illegal immigration, Geraldo makes some suggestions that are somewhat more level-headed that those of the anti-immigration fanatics. Instead of criminalizing conduct that is otherwise lawful and hunting down hardworking laborers whose only desire is to work for a living, Geraldo suggests allocating resources towards targeting gangs and terrorists. Geraldo ponders: Is America safer now that Elvira Arellano has been deported? Whose life is enhanced as a result?
Where the book falls short is where Geraldo only dabbles in addressing the outright spreading of lies about immigrants. A major contributor to the hate towards Hispanics in this country is the networks of propaganda machines that spread lies and deceive even well intentioned individuals. Maybe Geraldo doesn’t spend much time surfing the web and doesn’t know about the 2006 INS/FBI report [the INS didn't exist in 2006, there was no 2006 INS/FBI report and the facts that people said were in said report were all fabricated]. About every year they come up with a list of facts [sic] that are either outright lies, generous estimates or actual facts that are twisted to exaggerate the adverse effects of immigrants. Even the otherwise reputable American Legion has been deceived by some of these lies.
June 22nd, 2010 at 10:11 am
Review by Viewer for His Panic: Why Americans Fear Hispanics in The U.S.
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Geraldo could take a look at California to see the flaws with boosting illegal immigration as Alex Alexiev writes:
“California’s financial unraveling has prompted a long-overdue debate about taxes, regulation, and government spending, but the state’s media and government continue to ignore what could be an even greater problem: the irreparable damage to California’s human capital that nearly 30 years of unrestrained illegal immigration has achieved.
This is not an immigration problem, or even an illegal-immigration problem, per se. A strong case could be made that, in terms of educational achievement, industriousness, and entrepreneurial acumen, Asian immigrants to California have proven superior to white natives of the state. Therefore, if California were to experience a wave of mass immigration from Asia, its long-term economic prospects would be improved. Today’s Hispanic immigrants would probably have the same effect if they came from the top 10 to 20 percent of their society according to those same measures of human capital rather than from its bottom rungs. But the influx has instead been composed mainly of the poorly educated, the unskilled, and the illiterate. Such immigrants will likely soon dominate the state’s overall population and politics.
In 2005, the California K12 school system was 48.5 percent Hispanic, compared with 30.9 percent white. By now it is above 50 percent Hispanic. Two-thirds of kindergarten students were Hispanic, most of them unable to speak English.
For a closer glimpse of what’s in store for California, look at the Los Angeles Unified School District, the largest in California and the second largest in the country. Of its roughly 700,000 students, almost three-quarters are Hispanic, 8.9 percent are white, and 11.2 percent are black. More than half of the Latino students (about 300,000) are “English learners” and, depending on whether you believe the district or independent scholars, anywhere between a third and a half drop out of high school, following significant attrition in middle school. A recent study by UC Santa Barbara’s California Dropout Research Project estimates that high-school dropouts in 2007 alone will cost the state $24.2 billion in future economic losses.
Even those who graduate aren’t necessarily headed to success. According to one study, 69 percent of Latino high-school graduates “do not meet college requirements or satisfy prerequisites for most jobs that pay a living wage.” It is difficult to see how the majority-Hispanic labor force of the future can provide the skills that the sophisticated Los Angeles economy demands. Already studies show that as many as 700,000 Los Angeles Latinos and some 65 percent of the city’s illegal immigrants work in L.A.’s huge underground economy.
The unhappy picture in Los Angeles is replicated to one degree or another across much of California and is taking a huge toll on the state’s economic competitiveness and long-term prospects. California’s educational system, once easily the best in the country, is today mired in mediocrity near the bottom among the 50 states as judged by National Assessment of Educational Progress (NAEP) tests in math, science, reading, and writing. And for the first time in its history, California is experiencing an increase in adult illiteracy. In 2003, it had the highest adult illiteracy in the United States, 23 percent nearly 50 percent higher than a decade earlier. In some counties (Imperial at 41 percent, Los Angeles at 33 percent) illiteracy approaches sub-Saharan levels.
Perhaps even more important than the collapse of educational achievement among the lower strata is a deterioration of the higher education that was for decades the basis of California’s preeminence in science and technology. California currently ranks 40th among the 50 states in college-attendance rates, and it already faces a significant shortage of college graduates. Studies have shown that the economy will need 40 percent of its workers to be college-educated by 2020, compared with today’s 32 percent. Given the aging white population (average age, 42), many of these new graduates will have to come from the burgeoning Latino immigrant population (average age, 26). By one estimate, this would require tripling of the number of college-educated immigrants, an impossibility if current trends hold. The state’s inability to improve the educational attainment of its residents will result in a “substantial decline in per capita income” and “place California last among the 50 states” by 2020, according to a study by the National Center for Higher Education Management Systems.
The mediocre education system, along with the unfriendly business climate and confiscatory tax regime, is driving educated, middle-class Californians out of the state. Between 2000 and 2005, more people with college degrees left California than came in, according to research by the Hewlett Foundation. Since then this trend has accelerated, and the state lost 2.2 million members of its young, educated, tax-paying middle class between 2004 and 2007. IRS data show that of recent migrants from the Golden State to places like Texas and Oklahoma, who average 29 years of age, 58 percent have received at least some college education and 53 percent own their homes.
In short, we are witnessing a highly advanced and prosperous state, long endowed with superior human capital, turning into the exact opposite in just one generation. What can be done to stop this race to the bottom? The answer is simple: California and Washington need to enforce existing immigration law. Unfortunately, it is difficult to convince the public that this is necessary, so deeply entrenched are myths about illegal immigration.
One myth is that because America is a country of immigrants and has successfully absorbed waves of immigration in the past, it can absorb this wave. But the argument neglects two key differences between past waves and the current influx. First, the immigrant population is more than double today what it was following the most massive previous immigration wave (that of the late 19th century). Second, and much more important, as scholars from the Manhattan Institute have shown, earlier immigrants were much more likely to bring with them useful skills. Some Hispanic immigrants certainly do integrate, but most do not. Research has shown that even after 20 years in the country, most illegal aliens (the overwhelming majority of whom are Hispanic) and their children remain poor, unskilled, and culturally isolated they constitute a new permanent underclass.
Perhaps the most disingenuous myth about illegal immigrants is that they do not impose any cost on society. The reality is that even those who work and half do not, according to the Pew Hispanic Center cannot subsist on the wages they receive and depend on public assistance to a large degree. Research on Los Angeles immigrants by Harvard University scholar George J. Borjas shows that 40.1 percent of immigrant families with non-citizen heads of household receive welfare, compared with 12.7 percent of households with native-born heads. Illegal immigrants also increase public expenditures on health care, education, and prisons. In California today, illegal immigrants’ cost to the taxpayer is estimated to be $13 billion half the state’s budget deficit.
The state should stop providing welfare and other social services to illegal aliens as existing statutes demand and severely punish employers who break the law by hiring illegal immigrants. This would immediately remove powerful economic incentives for illegal immigration, and millions of illegal aliens would return to their countries. Instead, with President Obama in the White House and the Democrats controlling Congress, an amnesty for the country’s 13 million illegal immigrants may be soon to come.
Milton Friedman once said that unrestrained immigration and the welfare state do not mix. Must we wait until California catches up with Mexico to realize how right he was?
June 22nd, 2010 at 10:23 am
Review by Alex Bonilla for His Panic: Why Americans Fear Hispanics in The U.S.
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His panic is a word that some shouln’t fear, its reality.
Hispanics are the biggest minority in the U.S after African Americans. Geraldo Rivera here tries to explain what are some of the contemplations that some Hispanics go throuhg here in the U.S. Although, there are some things that are very complex to me. For staters, how can someone whose parents were born in the Bronx, New York and is Puerto Rican can write about hispanics?
Geraldo Rivera is a Puerto Rican who was born in the United States, so he cannot see, feel, or know what is actually being a Hispanic. The book has many information about why some Americans fear Hispanics in the U.S. I can quite recall a quote from the book saying somethin like, “See-The gringos hate us”. The quote came from president of Venezuela Hugo Chavez. If this really comes to spread all over the United States then some Hispanics are going to rebel against Americans. Moreover, this was during Bush’s term that he said this. I also remember Hugo Chavez calling Bush the second a devil.
Geraldo’s Hispanic is a book that I loved to read and there was some truth. “Here come these poor, opresses, untrained ghetto dwellers to drain the country economy… Three generations later those Irish and Polish immigrants are leaders. By 2030 it will be our turn”. We, Hispanics, have come a long way, geographically, physically, and mentaly from where we were at. Many come to the U.S to prosper. Moreover, statistics show that Hispanics will be the biggest minority in 2050 in the U.S. Until then, many Hispanics will come to work because they have families in their native countries starving and close to dying. Although, I can see where some Americans come to look at us as immigrants because of those bad influences that have made the word “Hispanic” a “spick” or just a bad name, but some are here to be better civilized people.
Overall, HIS PANIC is a great book that people should buy because it unvails the truth about hispanics-Americans because it only tells about like Geraldo Rivera a naturalized born U.S Hispanic living in the U.S. The problem is that Americans should not fear Hispanics because we are here to work and not take the jobs of many americans because first we need a social security to work legally in the U.S, which some of us do not.
June 22nd, 2010 at 10:52 am
Review by Plain Talk for His Panic: Why Americans Fear Hispanics in The U.S.
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Plain Talk – Volume 1
I enjoyed reading Hispanic because I sense a growing tide of angst against many Latinos and Hispanics. If you look Mexican, many times you are assumed to be here illegally. One thing all should agree with is that Immigration needs to be fixed. It is unrealistic to think that we could round up all illegals and send them out of the country. Mexicans are not the only ones here illegally. You have many Europeans that have over stayed their Visas. They benefit from their resembalance to mainstream America. You also have many Africans who are here illegally. We need to get everyone on the books and have them paying taxes immediately. Think of the time and money it would take to round up all illegals. People don’t even want to pay for Health Care or Quality Education. The only part of the book that I took offense to is the sugarcoating of Fox’s coverage of the Immigration debate. How do you think they get their ratings. CNN just had Lou Dobbs and that was it. I even included Lou Dobbs in my book Plain Talk. He almost had a slip up with Condelezza Rice.
June 22nd, 2010 at 11:24 am
Review by A. Callahan for His Panic: Why Americans Fear Hispanics in The U.S.
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This book goes very in depth, through one mans experience being a Latino immigrant, about the systemic discrimination against Latinos in the United States. I highly recommend this book, it reads easily, and is extremely compelling.
June 22nd, 2010 at 11:29 am