Marketing to Hispanics
A Strategic Approach to Assessing and Planning Your Initiative
Category:
Sales & Marketing
(7)
(6)
(5)
(4)In this summary you will learn
- How to identify opportunities in the Hispanic market
- How to evaluate the Hispanic market’s outlook, values and purchasing patterns in terms of your product or service
- How to assess the market, the competition and your internal resources for this market
- How to implement your Hispanic marketing program
Why you should read Marketing to Hispanics
The Hispanic market is the fastest growing ethnic segment of the U.S. population. Its purchasing power is projected to enter the trillions by 2007. Many American businesses are hungry to capture a piece of this exciting, lucrative market. Multicultural strategist Terry J. Soto provides a thorough account of the strategic planning process companies need to employ to understand and attract Hispanic consumers. She cautions that your strategy for marketing to Hispanics must be in sync with your overall business objectives. Soto explains how to conduct demographic and market research, analyze the competition and deploy your internal resources to reach this market. She also tells you how to muster the reports, tables and statistics you need to persuade corporate higher-ups that it is all worthwhile - although the complete marketing re-tooling she suggests may be over the top for many companies. She also favors marketing jargon, but if that is the language you speak every day, you’ll sail right along. Soto doesn’t focus on the creative aspects of marketing to Hispanics, but if you want a rundown on all the technical aspects, getAbstract recommends this complete manual.
About the Author
Terry J. Soto is a multicultural strategy consultant and president of a marketing agency. She wrote the pioneering industry report Grow with America - Best Practices in Ethnic Marketing and Merchandising. Soto also is a public speaker and a consultant for Fortune 500 companies.
Comment on this summary
Be the first to write a comment! Sign in to share your opinion
If you wish to purchase 20 or more copies of this title (not the summary, but the actual book), please contact us at info@getAbstract.com. Make sure you include the title of the book and your phone number.
getAbstract makes it easy for you to access the summary of Marketing to Hispanics any time or any place. Once registered, you can choose from a variety of download formats: PDF for your computer, BlackBerry, iPhone, Kindle, PDA or other handheld devices. You can even obtain the audio version of many of our summaries.
Subscribe today to gain access to this summary as well as many other compelling titles!