Marketers have started to take a closer look at the Hispanic community, which is growing rapidly in size, influence, and buying power.
But many campaigns targeting this demographic fail to realize the nuances of acculturation, language, identity, and history that shape Hispanic culture.
Enter 19 experts on the US Hispanic market and a textbook of information of how to infiltrate it. Hispanic Marketing & Public Relations is a comprehensive guide on the media and internet habits, political persuasions, and brand preferences of Hispanic audiences.
Along with offering guidance for marketers planning outreach efforts, the authors also examine the tremendous financial impact Hispanics have and will continue to have on industries such as banking, wireless, and baby products over the next decade.
Seasoned PR pros might find some of the material simplistic, but will find insight in the case studies and statistics that underscore the book's arguments.
Editor Elena del Valle
Publisher Poyeen Publishing (2005), 435 pages