| Year 2003-2004 News
& Magazine Articles
Marketing
to Latinos: A Guide to the In-Culture Approach
Published:
November 4, 2003
Source: Corporate Observer - Book Review
Is the latest book
by M. Isabel Valdés as she revisits the spending
patterns on individual products, as well as analyzes
where Hispanics spent their retail dollars. 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. Included in the book
are many new case studies from a variety of different
industries, a list of 100 best web sites for targeting
Hispanics, and a formula for creating an integrated
marketing communications strategy for this important
market segment.
Anna Escobedo Cabral,
president and CEO of Hispanic Association on Corporate
Responsibility said, “I guarantee that Isabel’s
latest book will become the bible for any marketing
or communications professional looking to successfully
penetrate the Hispanic market.”
This book can be
purchased in most book stores or over the internet.
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