MARKETING TO HISPANICS by Soto, Teresa J

MARKETING TO HISPANICS
by Soto, Teresa J
Order 682511...$23.00
The Hispanic market presents a huge and ever-growing opportunity for businesses across industries. Yet, reaching this market effectively requires more than simply advertising in Spanish or including Spanish language on packaging. In this book multicultural market strategist Terry J. Soto shows how targeting the Hispanic market needs to be a well-designed, integrated strategy that considers the company’s operating context and connects with its corporate goals. By applying this strategic approach, businesses will achieve not only success with the Hispanic market but ultimately overall top line and bottom line growth. This guide covers every aspect of preparing for entry into the Hispanic market—assessing the macro environment and industry trends, defining and understanding the competitive set, identifying and overcoming challenges within your company, and developing and implementing a strategy for tapping into this lucrative segment. 258 pages, indexed, June 2006.

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