Marketing to Hispanics

by Terry J. Soto

In Marketing to Hispanics, Terry 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 among other things:

• Primary challenges businesses face to target this market, including failure to recognize the initative as a corporate growth strategy rather than a tactic, lack of necessary infrastructure to approach this new market, and failure to align the initative 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, and its ability to deliver and the competitive environment
• Market entry strategies, including acquistion and specialized business units
• How to fully prepare your company to leverage its strengths to capture opportunities for entering this market segment

(257 pp., paperback, ISBN 1-4195-0278-6; 2006)