Marketing to the Hispanic Community

Hispanics make up a consumer market of numerous segments and particular needs, yet they have been ignored by most large companies. What is the nature and scope of this market? The authors present background information on the Hispanic community and outline a framework for analyzing and cultivating t...

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Bibliographic Details
Published inCalifornia management review Vol. 26; no. 1; pp. 120 - 134
Main Authors Segal, Madhav N., Sosa, Lionel
Format Journal Article
LanguageEnglish
Published Los Angeles, CA University of California Graduate School of Business Administration, Graduate School of Management, and Graduate School of Administration 01.10.1983
SAGE Publications
University of California, Graduate Schools of Business Administration
Subjects
Advertising
Advertising research
Brand loyalty
Censuses
Consumer advertising
Consumer attitudes
Consumer behavior
Consumer information
Consumers
Demographics
Ethnic Market
Hispanic
Hispanic Market
Hispanic people
Hispanics
Market segmentation
Market segments
Market strategy
Marketing
MARKETING & THE CONSUMER
Markets
Minorities (Hispanics)
Minority & ethnic groups
Population growth
Regulation
Target markets
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Summary:Hispanics make up a consumer market of numerous segments and particular needs, yet they have been ignored by most large companies. What is the nature and scope of this market? The authors present background information on the Hispanic community and outline a framework for analyzing and cultivating this market segment.
Bibliography:ObjectType-Article-1
SourceType-Scholarly Journals-1
ObjectType-Feature-2
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ISSN:0008-1256
2162-8564
DOI:10.2307/41165054