“We decided to work on a new revised and much expanded edition of our ‘Hispanic Marketing’ book because the landscape of marketing and that of the U.S. Latinos has changed dramatically over the past six years,” Dr. Felipe Korzenny said. “Technology, immigration, consumer attitudes, economic conditions and Census data all make for a new landscape for marketing to U.S. Latinos.”

This extensively revised and expanded edition comes on the heels of new U.S. Census figures: Hispanics now account for 53 percent of the U.S. population growth since 2000, soaring to more than 16 percent of the total population. Corporations are now realizing that they must incorporate Hispanic cultural values into their products, services and communications, he said.

Reviews have been glowing, including this endorsement from Fernando Figueredo, chair of the advertising and public relations faculty at Florida International University in Miami:

“This is the most complete book I have read to date on the cultural and economic reality of the Hispanic market. It is truly a “must-read” book for anyone in the field of education or marketing communications targeting Latinos. I congratulate Felipe and Betty Ann for making this edition such an excellent resource for those of us involved in the research and analysis of this important market.”

Dr. Felipe Korzenny is a professor in FSU’s School of Communication and founder and director of FSU’s Center for Hispanic Marketing Communication. Dr. Betty Ann Korzenny is an adjunct instructor in the School of Communication and co-director of the Center.

Published by Routledge, the book is available from Amazon.com for $34.95.