Guest Speaker

Dr. Felipe Korzenny

This year our guest speaker is Berry-AMA book prize finalist, Dr. Felipe Korzenny, author of Hispanic Marketing: A Cultural Perspective. Dr. Korzenny is a Professor of Advertising and Integrated Marketing Communications at Florida State University, where he teaches, consults, conducts research, and performs public speaking on Hispanic marketing for organizations and companies. He has founded and directs the Center for Hispanic Marketing Communication at Florida State University.

HABLA is honored to have Dr. Korzenny as our guest speaker and as a token of gratitude to our attendees a copy of his book will be given to all in attendance at HABLA.

His book Hispanic Marketing: A Cultural Perspective was published by Elsevier and was among the top six best books in Marketing in 2006 according to the Berry Prize contest of the American Marketing Association.

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 many of those already catering to the market still struggle to learn about its intricacies.