Latino Boom!: Everything You Need to Know to Grow Your Business in the U.S. Hispanic Market
Cartagena, a marketing expert on the U.S. Hispanic population, offers an initial understanding of this group, which between 2000 and 2050 will increase to 24.4 percent of the total population, while the non-Hispanic white population will decline to 50.1 percent, and currently it is larger than the African American community. The author uses a standard definition ofLatino, meaning people from 22 Latin American countries, and hereHispanicrefers more comprehensively to peoples and cultures of Spain and Portugal, both using the Spanish language as their base. There are isolated Hispanics tied to the Spanish language; the fastest growing acculturated group are younger, more educated, bicultural, and bilingual; and the assimilated members of the English mainstream have been here for generations and are proud of their heritage. This book offers companies valuable lessons for strategically selling to Hispanics and also is an important resource for a broader range of library patrons seeking insight into the history and culture of this major group in our society.Mary WhaleyCopyright © American Library Association. All rights reserved