More on the topic of marketing to Hispanics:
Marketing to Hispanics: A Strategic Approach to Assessing and Planning Your Initiative
— reported by HispanicAd.com
The growth of the Hispanic population has made it one of the most sought-after market segments in this decade. Because Hispanic purchasing power in the U.S. is estimated to reach as much as $1 trillion by 2007, it is obvious why so many businesses want to capitalize on this growth.
For many companies already targeting this lucrative market segment and for those who are considering it, success is not always guaranteed. Even companies with a reputation for well-planned and implemented marketing programs often fail to do the upfront homework, apply the necessary analytical frameworks and set the foundation; often resulting in false starts and initiatives that do not achieve the necessary internal traction.
In her new book, Marketing to Hispanics: A Strategic Approach to Assessing and Planning Your Initiative, Terry Soto provides an in-depth view of the strategic planning process companies need to apply to effectively create market entry strategies that are in sync with not only the environment in which companies compete for a share of this market, but also with their strategic, operational and organizational goals and metrics.