Classroom Resources > Book Excerpts > Latino Link, Building Brands Online with Hispanic Communities and Content

Latino Link, Building Brands Online with Hispanic Communities and Content

Latino Link
Building Brands Online with Hispanic Communities and Content

By Joe Kutchera

An amazing convergence is happening in marketing: the growth of the U. S. Hispanic population and the growth of digital media. Hispanics increasingly use the internet to keep in touch with family and friends, anywhere in the world. They search for product information. They compare prices, print coupons, and shop online.

This book aims to help you prepare to reach U.S. Hispanics online, as this fast-growing audience has embraced social networks and taps into the many information resources on the web.

Read excerpt from Latino Link which includes a Case Study from Best Buy en Español.

Chapter 3: The Great Unifiers on the Web: Language, Culture, and…Shopping >>

Reprinted with permission from Paramount Market Publishing, Inc., Ithaca, New York. © 2011
 

 

Joe Kutchera

Copyright © 2011. All rights reserved.

 

Book Excerpts

"The new generation of talent is not hierarchical, and does not think of their job as work."
— Gord McLean, President and CEO at ANA Educational Foundation