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The long-awaited Part II of Marketing to American Latinos
by M. Isabel Valdés
 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 Spanish-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.
By M. Isabel Valdés
ISBN: 0-9671439-2-6;350 pages, Hardcover
Item # 1010
Publish Date 9/20/02
Price: $54.95
PMC Member Price: $44.95 (What is a PMCMember?)
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Reviews |
| Marketing
To American Latinos: A Guide To The In-Culture Approach,
Part 2 by Hispanic marketing pioneer M. Isabel Valdes
is a solidly presented, up-to-date, business oriented
examination and analysis of the Hispanic-American
consumer market. From studying diversity, geographic
distribution, and buying power of Hispanic households
to advertising strategies that target the hearts,
minds, and wallets of Hispanic consumers, to digital
marketing and an"integrated in-culture"
strategy, Marketing to American Latinos is an extensively
researched reference written especially for big
and small businesses alike. Also highly recommended
is Valdes' predecessor volume, Marketing to American
Latinos: A Guide To The In-Culture Approach, Part
I (0967143934; $54.95).
>From
"The Bookwatch," a newsletter for librarians,
The Midwest Book Review, November issue, 2002.
(http://www.midwestbookreview.com)
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The first book, "Part 1" is still available. For
more information please click here.
Or contact Paramount Market Publishing, at 888-787-8100 if
you have any questions.
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