In Marketing to Hispanics: A Strategic Approach to Assessing and Planning Your Initiative, Soto identifies the challenges, benefits, research, strategy and implementation necessary to successfully target the diverse Hispanic market. More than just a primer on Hispanic consumers, Marketing to Hispanics outlines the marketing tools and business practices that are often overlooked when companies first approach this segment. In this book, you will learn:
Primary challenges businesses face to targeting this market, including failure to recognize the initiative as a corporate growth strategy rather than a tactic, lack of necessary infrastructure to approach this new market and failure to align the initiative across the organization How to size up the opportunity and set realistic goals and objectives based on Hispanic market demographics, attitudes and values, psychographics and purchasing trends related to your company’s product or service, its ability to deliver and the competitive environmentMarket entry strategies, including acquisition and specialized business unitsHow to fully prepare your company to leverage its strengths to capture opportunities for entering this new market segmentWays to manage and control implementation, risk mitigation and measurement.
You will learn from the experiences of top companies such as Walgreens, Denny’s Restaurants and Wells Fargo Bank, among others, in their efforts to tap into this lucrative market. You will inevitably come away with a greater understanding of the relevance of the Hispanic market to your business and how to successfully enter and compete for this market.
In addition, it describes four steps that can be implemented to significantly increase the penetration of this important ethnic market. To learn more about this book please, visit: www.HispanicGoldRush.com
The book integrates concepts and practical examples and provides critical guidance to discern between alternative courses of action. This book is not about repeating well-known statistics, but about the Hispanic market as a cultural target.
This book focuses on how to build the foundational and strategic capabilities that will help modernize this discipline.
Latinos, Inc. sets a new standard for scholarship in ethnic studies and cultural studies."—George Lipsitz, author of The Possessive Investment in Whiteness : How White People Profit from Identity Politics
Brought to you by three leaders in the field of Hispanic Marketing, this third edition now includes: twenty-seven new case studies which emphasize digital marketing applications theories and discussions on recent changes to Hispanic culture ...
Juan Faura, the author of PMP's bestselling The Whole Enchilada: Hispanic Marketing 101, presents a message that will be a wake-up call to all Hispanic-focused marketing and advertising agencies.
Awaken the Hispanic Culture Within: Understanding and Marketing to Hispanics
Marketing to American Latinos: A Guide to the In-Culture Approach
This book recognizes the uniqueness of the Hispanic population in the United States indeed, one of only a handful of recognizable subcultures left in America.
CD-ROM contains: Photographs -- Charts -- Tables -- Television advertisements.