Marketing to American Latinos

Marketing to American Latinos
A Guide to the In-Culture Approach — Part 2

By M. Isabel Valdes

With their growing strength in numbers, Hispanics are the hottest target market in the United States, but there is a lot companies need to learn to reach the hearts and minds of this ethnic group.

Ms.Valdés uses data from the ACNielsen Hispanic Homescan Panel to analyze spending patterns of Hispanics as they move from Spanish-preferred to English-preferred in the acculturation process. The book examines Hispanic spending on many food products in detail, as well as analyzing where Hispanics spend their retail dollars.

Read the excerpt:
The Hispanic Media Scene >>


For more information, or to order the book, please visitParamount Market Publishing, Inc.

M. Isabel Valdes

Copyright © 2002 Paramount Market Publishing, Inc. All rights reserved.

 

Book Excerpts

"I developed a much higher respect for social marketing by seeing the value and complexity of this function which seemed very ambiguous to me before."
— Student at Boston College after AEF sent speakers from DigitasLBi