It's impressive how fast things are moving and morphing in the US Hispanic Demographics. Drs. Felipe and Betty Ann Korzenny are not only keeping pace, but setting the stride, very quickly responding to the much expected and still unanticipated result of the 2010 census and the evolution of the Hispanic market, particularly the acculturation and natural growth versus immigration phenomenon and trends.

This new edition contains information, insides and great cases useful for all sorts of specialists and newcomers: Experienced M2H professionals looking to update their knowledge and compare notes; general marketers looking into gaining a better understanding of the ever so important HM and for Business People who is considering or is in the process of getting into the Hispanic segment for the first time.

This book, as the previous edition, is a great desktop topic reference book. The new cases -real-life examples of trend setting organizations are great; providing valuable exposure to agencies and leading companies that have embraced and are succeeding in their M2H investments.

The new edition of Hispanic Marketing is a classic, evolved. Felipe and Betty Ann Korzenny are pioneers in the Hispanic marketing world and this book shows that they also stay current and look ahead. The way this book presents fundamental Hispanic cultural insights and what they mean to marketers and researchers makes it a must read for students and professionals. As an account planner and researcher, I see myself revisiting the chapters on culture, again and again. I loved the fresh and inspiring section about different ways of obtaining cultural insights through literature and music, based on original research done by students at the Center for Hispanic Marketing Communication at Florida State University. What I find most valuable in this edition is the new case studies and the comprehensive chapter on Hispanics and the digital world (also based on original research from the Multicultural Marketing Study that Dr. Felipe Korzenny leads at FSU). Full of great essential cultural information, implications for practitioners, as well as hot topics, this book is a pleasure to read.

"All marketing is cultural" is perhaps the strongest statement made in this book.

In this new edition of their book on Hispanic marketing, Dr. Felipe Korzenny and Dr. Betty Ann Korzenny provide an updated and well needed look into today's complex Hispanic consumer. The book provides the necessary historical and cultural background to explain the current trends in Hispanic marketing and show a glimpse of the future of marketing in a multi-ethnic United States. Readers will navigate a familiar terrain of cultural dimensions and archetypes but applied to today's Latino consumer.

Each chapter is followed by case study examples that bring the concepts and executions alive and allow readers of any level of expertise to learn something new.

Any marketer working in today's multicultural America needs to read this book. Whether you are interested in the Hispanic market specifically, the general market, or any niche market, this book will help you think in terms of culture and will provide you with tools and approaches to better serve your public. This is not a bookshelf book. Read it, consult it, and you'll soon find yourself sharing it and talking about it.