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Chargement... Latinos, Inc.: The Marketing and Making of a People (2001)par Arlene Dávila
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Inscrivez-vous à LibraryThing pour découvrir si vous aimerez ce livre Actuellement, il n'y a pas de discussions au sujet de ce livre. Dated look at the ways using the race-card can benefit the establishment and growth of Latino related businesses in the US and territories. aucune critique | ajouter une critique
Both Hollywood and corporate America are taking note of the marketing power of the growing Latino population in the United States. And as salsa takes over both the dance floor and the condiment shelf, the influence of Latin culture is gaining momentum in American society as a whole. Yet the increasing visibility of Latinos in mainstream culture has not been accompanied by a similar level of economic parity or political enfranchisement. In this important, original, and entertaining book, Arlene D©?vila provides a critical examination of the Hispanic marketing industry and of its role in the making and marketing of U.S. Latinos. D©?vila finds that Latinos' increased popularity in the marketplace is simultaneously accompanied by their growing exotification and invisibility. She scrutinizes the complex interests that are involved in the public representation of Latinos as a generic and culturally distinct people and questions the homogeneity of the different Latino subnationalities that supposedly comprise the same people and group of consumers. In a fascinating discussion of how populations have become reconfigured as market segments, she shows that the market and marketing discourse become important terrains where Latinos debate their social identities and public standing. Aucune description trouvée dans une bibliothèque |
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Google Books — Chargement... GenresClassification décimale de Melvil (CDD)658.8Technology Management and auxiliary services Management Of MarketingClassification de la Bibliothèque du CongrèsÉvaluationMoyenne:
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