Preparing for the new era: How to adapt and sell in Latin America in the 21st century
Dan HillSensory Logic, USA
THE CENTRAL ROLE OF EMOTIONS IN DECISION MAKING AND BEHAVIOR
As noted by Felipe and Betty Ann Korzenny, authors of Hispanic Marketing, "marketing success in any culture is predicated on reaching the emotion core of the consumer".1)How could it be otherwise given human nature? For well over 300 years now, Western civilization – and its marketing and market research approaches – has labored under the misinformed approach most memorably stated by the French philosopher,...