The Rise Of The Hispanic Market In The United States

Author : Louis E. V. Nevaer
Publisher : Routledge
Page : 264 pages
File Size : 51,6 Mb
Release : 2015-06-03
Category : Business & Economics
ISBN : 9781317454823

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The Rise of the Hispanic Market in the United States: Challenges, Dilemmas, and Opportunities for Corporate Management by Louis E. V. Nevaer Pdf

Not only are Hispanics the largest minority group in the United States, but Mexico is fast becoming our major trading partner, surpassing even Japan. In fact, the U.S. now has the fourth largest Spanish-speaking population in the world, after Mexico, Spain, and Argentina. How has this demographic group transformed the U.S. into a bi-lingual nation within the span of a generation? Why do Hispanics resist assimilation and insist on speaking Spanish in public life? And how can businesses effectively reach the emerging Hispanic consumer market with its estimated puchasing power of USD1 trillion by 2010? These questions constitute the single-most important marketing challenge for corporate America in the twenty-first century. This book examines the Hispanic worldview and how it informs people's economic decisions, both in the United States and across North America. It challenges the viewpoint that American culture will soon dominate its NAFTA trading partners, looks carefully at the market for Hispanic goods in the U.S. and the market for our goods throughout the Spanish-speaking world, and shows how marketeers are now reaching the Hispanic community domestically. The information and insights found here are essential for teachers, students, and professionals in the fields of international finance and world trade, as well as almost all areas of business, marketing, and strategic planning.

Author : Louis E. V. Nevaer
Publisher : Routledge
Page : 290 pages
File Size : 45,5 Mb
Release : 2015-06-03
Category : Business & Economics
ISBN : 9781317454816

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The Rise of the Hispanic Market in the United States by Louis E. V. Nevaer Pdf

Not only are Hispanics the largest minority group in the United States, but Mexico is fast becoming our major trading partner, surpassing even Japan. In fact, the U.S. now has the fourth largest Spanish-speaking population in the world, after Mexico, Spain, and Argentina. How has this demographic group transformed the U.S. into a bi-lingual nation within the span of a generation? Why do Hispanics resist assimilation and insist on speaking Spanish in public life? And how can businesses effectively reach the emerging Hispanic consumer market with its estimated puchasing power of USD1 trillion by 2010? These questions constitute the single-most important marketing challenge for corporate America in the twenty-first century. This book examines the Hispanic worldview and how it informs people's economic decisions, both in the United States and across North America. It challenges the viewpoint that American culture will soon dominate its NAFTA trading partners, looks carefully at the market for Hispanic goods in the U.S. and the market for our goods throughout the Spanish-speaking world, and shows how marketeers are now reaching the Hispanic community domestically. The information and insights found here are essential for teachers, students, and professionals in the fields of international finance and world trade, as well as almost all areas of business, marketing, and strategic planning.

Author : M. Isabel Valdés
Publisher : Paramount Market Publishing
Page : 214 pages
File Size : 42,8 Mb
Release : 2008
Category : Business & Economics
ISBN : 0978660269

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Hispanic Customers for Life by M. Isabel Valdés Pdf

Isabel Valdes' most recent book features a completely new analysis of Latino segments, based on how long Latinos have lived in the U.S. culture. These new segments provide an understanding not just of acculturation, but of how the length of time in country affects the way companies should position their products for Latinos. These descriptions will help you quantify and differentiate among people who are recent arrivals in the U.S., those who are third generation and beyond, and those who are second generation. In reality, a huge share of the Latino population was born in the United States and the majority of babies born today in the U.S. have Latino parents.Hispanic Purchasing PowerThe Selig Center for Economic Growth at the University of Georgia estimates that U.S. Hispanic purchasing power increased dramatically during the 1990s and has continued to rise into the 21st century, from $212 billion in 1990 to $736 billion in 2005, a 347 percent increase over the 15 year period. By 2010, Jeffrey Humphrey, director of the Selig Center, projects Hispanic buying power will top $1 trillion. By 2050, some estimates place the value of Hispanic consumer marketplace between $2.5 and $3.6 trillion. With exciting new case studies and a focus on grassroots marketing and the internet, Ms. Valdes gives you the data and analysis you need to move your Latino marketing to the next level.

Author : M. Isabel Valdés,Marta H. Seoane
Publisher : Gale Cengage
Page : 534 pages
File Size : 49,9 Mb
Release : 1995
Category : Business & Economics
ISBN : STANFORD:36105012350935

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Hispanic Market Handbook by M. Isabel Valdés,Marta H. Seoane Pdf

A guide to understanding, reaching, and selling to Hispanic Americans. This volume provides background informaton, demographics and behavioural characteristics of major groups within this diverse market. Current case studies are included in this work.

Author : Isaac Mizrahi
Publisher : Taylor & Francis
Page : 241 pages
File Size : 52,7 Mb
Release : 2023-05-03
Category : Business & Economics
ISBN : 9781000868630

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Hispanic Market Power by Isaac Mizrahi Pdf

The U.S. Hispanic segment represents the most prominent demographic growth in the country, and a huge and untapped business opportunity for companies willing to move away from preconceived notions and market effectively to Hispanic customers. This book shows you how. Now more than ever, corporations operating in the US should see the Hispanic population at the core of their existing and future strategies, but many leaders believe Hispanic marketing is the same marketing you run for Anglos but translated into Spanish, or that all Hispanics are undocumented immigrants with no purchasing power, or that using Mariachis in their communications is the way to connect with this diverse segment. It’s time for a modern approach, and in this book, Isaac Mizrahi, one of the country’s leading voices in multicultural marketing, uses his unique experience as a corporate executive, agency CEO, and industry leader to help businesses grow by leveraging the booming Hispanic consumer segment to drive sales. Filled with straightforward talk, illustrative case studies, and pragmatic suggestions and recommendations, this book counterbalances academic books on the topic with little connection to day-to-day reality and other books with a more political standpoint. This is a business book created by a marketer for other marketers and business leaders looking to succeed in the U.S.

Author : Felipe Korzenny,Betty Ann Korzenny
Publisher : Routledge
Page : 350 pages
File Size : 46,5 Mb
Release : 2012-06-25
Category : Business & Economics
ISBN : 9781136398711

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Hispanic Marketing by Felipe Korzenny,Betty Ann Korzenny Pdf

This book is about strategic thinking in Hispanic marketing. The size and economic importance of the Hispanic market in the US are attracting enormous attention. The buying power of the US Hispanic market is now larger than the GDP of the entire country of Mexico, and it is the second largest Hispanic market in the world. Businesses and institutions have launched major initiatives to reach this important segment. Yet, the number of qualified individuals who understand the market is small; and many of those already catering to the market still struggle to learn about its intricacies. This book is a cultural approach to Hispanic marketing. Each of the chapters describes and explains the cultural principles of Latino marketing. Recent case studies help marketers relate to the material pragmatically. The book integrates concepts and practical examples and provides critical guidance to discern between alternative courses of action. This book is not about repeating well-known statistics, but about the Hispanic market as a cultural target. It takes a profound look at the values, beliefs, and emotions of US Hispanics, which impact consumer behaviour. Each of the chapters has been the subject of public presentations and lectures to marketing professionals. It is their positive reactions as well as the authors’ dedication to Hispanic consumers which motivated this book. Chapter 1: The Role of Culture in Cross-Cultural Marketing Chapter 2: Characteristics of the Hispanic Market Chapter 3: What Makes Hispanics “Hispanic” Chapter 4: The Role of Language in Hispanic Marketing Chapter 5: The Processes of Enculturation, Acculturation, and Assimilation Chapter 6 Cultural Dimensions and Archetypes Chapter 7: Culturally Informed Strategy Based on Grounded Research Chapter 8: US. Hispanic Media Environment and Strategy Chapter 9: The Evolution of Hispanic Marketing Chapter 10: The Future

Author : Chiqui Cartagena
Publisher : Unknown
Page : 264 pages
File Size : 54,5 Mb
Release : 2005
Category : Business & Economics
ISBN : UOM:39015063650256

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Latino Boom! by Chiqui Cartagena Pdf

A guide to succeeding in the Hispanic market that offers business owners tips for appealing to the three dominant Latino groups, influencing Hispanic teens, choosing the right market location, and more.

Author : Felipe Korzenny,Betty Ann Korzenny
Publisher : Routledge
Page : 483 pages
File Size : 52,8 Mb
Release : 2011-07-15
Category : Business & Economics
ISBN : 9781136398636

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Hispanic Marketing by Felipe Korzenny,Betty Ann Korzenny Pdf

Hispanic Marketing: Connecting with the New Latino Consumer is about using cultural insights to connect with Latino consumers. It’s about marketing strategies that tap into the passion of Hispanic consumers so that marketers and service providers can establish the deep connections they need for a successful campaign. This book provides an understanding of the Latino consumer that goes beyond simplistic recipes. This highly revised and expanded edition comes on the heels of new US Census figures: Hispanics now account for 53% of the US population growth since 2000, soaring to over 16% of the total population. Corporations are now realizing that they must incorporate Hispanic cultural values into their products, services, and communications. This edition reflects and responds to the profound changes the Latino market has experienced since the first edition. It considers the way in which changes in cultural identity, immigration, economics, and market synergies need to be addressed in a new relationship with Hispanic consumers. Twenty-five new industry case studies illustrate the chapters. These case studies show how brands from diverse categories have developed a cultural understanding of their Latino target and created campaigns that established strong bonds.

Author : M. Isabel Valdés
Publisher : Paramount Market Publishing
Page : 380 pages
File Size : 46,5 Mb
Release : 2000
Category : Business & Economics
ISBN : 0967143926

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Marketing to American Latinos by M. Isabel Valdés Pdf

CD-ROM contains: Photographs -- Charts -- Tables -- Television advertisements.

Author : National Research Council,Division of Behavioral and Social Sciences and Education,Committee on Population,Panel on Hispanics in the United States
Publisher : National Academies Press
Page : 177 pages
File Size : 47,8 Mb
Release : 2006-03-23
Category : Social Science
ISBN : 9780309096676

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Multiple Origins, Uncertain Destinies by National Research Council,Division of Behavioral and Social Sciences and Education,Committee on Population,Panel on Hispanics in the United States Pdf

Given current demographic trends, nearly one in five U.S. residents will be of Hispanic origin by 2025. This major demographic shift and its implications for both the United States and the growing Hispanic population make Multiple Origins, Uncertain Destinies a most timely book. This report from the National Research Council describes how Hispanics are transforming the country as they disperse geographically. It considers their roles in schools, in the labor market, in the health care system, and in U.S. politics. The book looks carefully at the diverse populations encompassed by the term "Hispanic," representing immigrants and their children and grandchildren from nearly two dozen Spanish-speaking countries. It describes the trajectory of the younger generations and established residents, and it projects long-term trends in population aging, social disparities, and social mobility that have shaped and will shape the Hispanic experience.

Author : Felipe Korzenny,Betty Ann Korzenny
Publisher : Routledge
Page : 411 pages
File Size : 43,8 Mb
Release : 2011-07-15
Category : Business & Economics
ISBN : 9781136398643

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Hispanic Marketing by Felipe Korzenny,Betty Ann Korzenny Pdf

Hispanic Marketing: Connecting with the New Latino Consumer is about using cultural insights to connect with Latino consumers. It’s about marketing strategies that tap into the passion of Hispanic consumers so that marketers and service providers can establish the deep connections they need for a successful campaign. This book provides an understanding of the Latino consumer that goes beyond simplistic recipes. This highly revised and expanded edition comes on the heels of new US Census figures: Hispanics now account for 53% of the US population growth since 2000, soaring to over 16% of the total population. Corporations are now realizing that they must incorporate Hispanic cultural values into their products, services, and communications. This edition reflects and responds to the profound changes the Latino market has experienced since the first edition. It considers the way in which changes in cultural identity, immigration, economics, and market synergies need to be addressed in a new relationship with Hispanic consumers. Twenty-five new industry case studies illustrate the chapters. These case studies show how brands from diverse categories have developed a cultural understanding of their Latino target and created campaigns that established strong bonds.

Author : Francisco Valle,Judy M. Mandel
Publisher : iUniverse
Page : 114 pages
File Size : 49,9 Mb
Release : 2003-10
Category : Business & Economics
ISBN : 9780595287291

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How to Win the Hispanic Gold Rushtm by Francisco Valle,Judy M. Mandel Pdf

The California Gold Rush of the 1850's produced great financial rewards for those visionaries who anticipated the needs of a promising market. We are currently at the beginning of another great business phenomenon: The Hispanic Gold RushT of the 21st century. Organizations have made the penetration of the Hispanic market a key component of their strategic growth plans, and are certainly trying to do all the "right things" to leverage the potential that the Hispanic market offers. However, in spite of their massive investments of effort and resources, many organizations have experienced only limited success. How to Win The Hispanic Gold RushT explains how to succeed in marketing to Hispanics, presents key demographic data and cultural factors about the Hispanic population, and provides practical tools to help organizations better direct their resources. In addition, it describes four steps that can be implemented to significantly increase the penetration of this important ethnic market. To learn more about this book please, visit: www.HispanicGoldRush.com

Author : National Research Council,Division of Behavioral and Social Sciences and Education,Committee on Population,Panel on Hispanics in the United States
Publisher : National Academies Press
Page : 502 pages
File Size : 41,5 Mb
Release : 2006-02-23
Category : Social Science
ISBN : 9780309164818

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Hispanics and the Future of America by National Research Council,Division of Behavioral and Social Sciences and Education,Committee on Population,Panel on Hispanics in the United States Pdf

Hispanics and the Future of America presents details of the complex story of a population that varies in many dimensions, including national origin, immigration status, and generation. The papers in this volume draw on a wide variety of data sources to describe the contours of this population, from the perspectives of history, demography, geography, education, family, employment, economic well-being, health, and political engagement. They provide a rich source of information for researchers, policy makers, and others who want to better understand the fast-growing and diverse population that we call "Hispanic." The current period is a critical one for getting a better understanding of how Hispanics are being shaped by the U.S. experience. This will, in turn, affect the United States and the contours of the Hispanic future remain uncertain. The uncertainties include such issues as whether Hispanics, especially immigrants, improve their educational attainment and fluency in English and thereby improve their economic position; whether growing numbers of foreign-born Hispanics become citizens and achieve empowerment at the ballot box and through elected office; whether impending health problems are successfully averted; and whether Hispanics' geographic dispersal accelerates their spatial and social integration. The papers in this volume provide invaluable information to explore these issues.

Author : Antonio Guernica,Irene Kasperuk
Publisher : McGraw-Hill Companies
Page : 216 pages
File Size : 50,6 Mb
Release : 1982
Category : Business & Economics
ISBN : STANFORD:36105023623924

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Reaching the Hispanic Market Effectively by Antonio Guernica,Irene Kasperuk Pdf

Author : Arlene Dávila
Publisher : Univ of California Press
Page : 331 pages
File Size : 44,6 Mb
Release : 2012-09-01
Category : History
ISBN : 9780520953598

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Latinos, Inc. by Arlene Dávila Pdf

Both Hollywood and corporate America are taking note of the marketing power of the growing Latino population in the United States. And as salsa takes over both the dance floor and the condiment shelf, the influence of Latin culture is gaining momentum in American society as a whole. Yet the increasing visibility of Latinos in mainstream culture has not been accompanied by a similar level of economic parity or political enfranchisement. In this important, original, and entertaining book, Arlene Dávila provides a critical examination of the Hispanic marketing industry and of its role in the making and marketing of U.S. Latinos. Dávila finds that Latinos' increased popularity in the marketplace is simultaneously accompanied by their growing exotification and invisibility. She scrutinizes the complex interests that are involved in the public representation of Latinos as a generic and culturally distinct people and questions the homogeneity of the different Latino subnationalities that supposedly comprise the same people and group of consumers. In a fascinating discussion of how populations have become reconfigured as market segments, she shows that the market and marketing discourse become important terrains where Latinos debate their social identities and public standing.