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Marketing to American Latinos, Part 2 - 02 edition

Marketing to American Latinos, Part 2 (ISBN10: 0967143926; ISBN13: 9780967143927)
ISBN13: 978-0967143927
ISBN10: 0967143926

Summary: 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.

Marketing to American Latinos: A Guide to the In-Culture Approach, Part II, by M. Isabel Valdés picks up where Part I left off. Ms.Valdés uses data from the ACNielsen Hispanic Homescan Panel to analyze spending patterns of Hispanics as they move from Sp ...show moreanish-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.

In addition, Ms. Valdés shares four different ways of segmenting the Hispanic market. With the benefit of Census 2000 data, the second part of this series segments the Hispanic population based on age, acculturation and language, country of origin, and by generation. She says that companies may need to use one or more of these segmentations in order to properly target the appropriate segment of the Hispanic market.

Included in the book are many new case studies from a variety of different industries, a list of the 100 best websites for targeting Hispanics, and a formula for creating an integrated marketing communications strategy for this important market segment. ...show less

Edition/Copyright: 02
Cover: Hardcover
Publisher: Paramount Market Publishing
Published: 09/01/2002
International: No



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Ithaca, New York, U.S.A. 2002 Hard Cover Part Two Very Good. No Jacket 4to-over 9?"-12" tall. "After the 2000 U.S. Census Hispanic market results, it is crystal clear that Isabel Valdes is THE oracl ...show moree for the new generation of multicultural marketing strategists. She got it right two years ago when she said that there was an 'invisible' Hispanic market segment that was significantly undercounted. In her new book, MARKETING TO AMERICAN LATINOS, A GUIDE TO THE IN-CULTURE APPROACH, PART II, she demonstrates one more time why anyone who is interested in understanding and participating in the most complex marketing challenge to hit the U.S.A. in its history must read her book." {Jose E. None}. This book has 350 pages and is illustrated. The text contains NO internal marks whatsoever. The book is marked DISCARD on the title page. ...show less
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