Marketing to American Latinos
Subtitle: a guide to the in-culture approach, part 2
By: M. Isabel Valdés.
Publisher: Paramount Market Pub.; Paramount Market Publishing, Incorporated
Published: 2002
Place of publication: Ithaca, NY
Language: eng
Number of pages: 350
Subjects: Hispanic American consumers -- United States.; Marketing -- United States.; Marketing research -- United States.
Notes: Includes index.
Table of contents: title: Section 1. Hispanics in the United States, a current look. A growth market; title: Hispanics are young; title: Diversity within the Latino community; title: Geographic distribution; title: Hispanic buying power; title: Hispanic households; title: The acculturation factor; title: Educational attainment; title: Hispanics in the labor force, business, and politics.; title: Section 2. Targeting the hearts and minds of U.S. Latinos. Segmenting Latinos for profits; title: Segmenting by place of birth and generation; title: Segmenting by language; title: Segmenting by country of origin; title: In-culture age segments.; title: Section 3. Hispanics as consumers. Using in-culture household intelligence; title: What Latinos buy; title: How to get your products in front of Latinos.; title: Section 4. Latino lifestyles. Healthcare and Latinos today; title: Hispanic travel: an uncharted frontier; title: Digital marketing to U.S. Latinos; title: The Hispanic media scene.; title: Section 5. An integrated strategy for Hispanic markets. The integrated in-culture marketing strategy.