Hello, ameeri-ga!
You have asked a very complex question for a small sum, so I have
provided you with a few references to provide a start.
First off - to get an idea of the complexity of this issue, see the
contents of the following book which you might want to order:
HISPANIC MARKETING," by Felipe Korzenny, Ctr. for Study of Hispanic
Marketing Communications, Florida State University, Tallahassee, FL,
USA and Betty Ann Korzenny, Independent Consultant, FL, USA; Ctr. for
Study of Hispanic Marketing Communications, FSU, Tallahassee, FL, USA
http://www.elsevier.com/wps/find/bookdescription.cws_home/705739/description#description
==
Some articles which might help you pinpoint issues relevant to
marketing to Hispanics follow:
"Reaching the Hispanic Market," by Angela Baier.
http://www.aza.org/Publications/2003/10/Oct03Hisp.pdf
"Today?s Hispanic Consumer." Prepared by: Cam Jensen-Campbell. VP
Creative & Marketing April 27, 2005
http://www.tia.org/uploads/casestudies/Hispanic%20White%20Paper.pdf
"Reaching Out to the Nation's Growing Hispanic Market: The U.S.
Hispanic market is growing in size and buying power - and they love to
watch TV," by Bridget McCrea. Response. Feb 1, 2003
http://www.responsemag.com/responsemag/article/articleDetail.jsp?id=51348
"New Approaches to Marketing to Hispanics: By 2012, Hispanics Will
Account For One Out Of Five Americans," by Paul Epstein,
MarketingProfs.com
http://www.imakenews.com/ephilanthropy/e_article000432305.cfm?x=b5gyklM,b1PpT84s,w
"THE NEW MAJORITY MARKETING TO MINORITIES."
http://www.sba.gov/gopher/Business-Development/Success-Series/Vol6/mktg.txt
See "Who Is the Hispanic Consumer?" Ketchum
http://www.ketchum.com/DisplayWebPage/0,1003,3018,00.html
"How Toyota Topped the Hispanic Market," By Elizabeth Lloyd.
IMediaConnection. July 22, 2004
http://www.imediaconnection.com/content/3859.asp
See how Dell targeted Hispanic consumers in "Clicking with Hispanics."
Hispanic Business Magazine. March 2004
http://www.hispanicbusiness.com/news/newsbyid.asp?id=15542&cat=Magazine&more=/magazine/
Read "Entrepreneurs tapping into Latino market," by Deborah Bulkeley.
Deseret News. August 2004.
http://deseretnews.com/dn/view/0,1249,595087693,00.html
Read "Five Things About the Hispanic Market," by Luis Garcia. The CEO
Refresher. http://www.refresher.com/!garcia2.html
"Can Your Customers Shop in Spanish?," By Elizabeth M. Lloyd. Media
Conncection. April 22, 2004
http://www.imediaconnection.com/content/3267.asp
"Reaching Hispanics Online," By Mark Lopez. Media Connection.
September 08, 2005. http://www.imediaconnection.com/content/6693.asp
"Riding the Rising Wave of Hispanic Buying Power." EconSouth (First
Quarter 2005) http://www.frbatlanta.org/invoke.cfm?objectid=FE0C82EB-5056-9F06-994444301FD4E7DB&method=display
You might also be interesting in the Marketing Section of the Hispanic PRWire:
http://www.hispanicprwire.com/home.php?l=in&cha=13
"Dealers Find Key to Hispanic Sales Success Involves Immersion in
Culture," By Thomas Watkins, Senior Staff Writer. AutoRemarketing.
http://www.autoremarketing.com/ar/newsmag/story.html?id=3643
If you are interested in finding out more about successful marketing
campaigns targeting Hispanics, you might want to order the following:
"Marketing To American Latinos: 2 Volumes + CD ROM."
http://sherpastore.com/store/page.cfm/2050
===
As I stated earlier, your question inolves some depthy issues which
cover various marketing segments. I hope these intial references help
you to identify some specific marketing concerns that are relevant to
the Hispanic market.
Sincerely,
umiat
Search Strategy
considerations when marketing to hispanics
successful marketing to hispanics |
