Marketing to the Hispanic‐American Community

Abstract

In these financially constrained times, should your company spend money developing ways to sell your prod‐ucts or services to Hispanics? Unless you can afford to overlook a booming $171‐billion market, the answer is a resounding yes. The Hispanic market will be even more significant in the coming years; Hispanics are the US's number‐one growth market due to high birth and immigration rates.

Citation

Livingston, S. (1992), "Marketing to the Hispanic‐American Community", Journal of Business Strategy, Vol. 13 No. 2, pp. 54-57. https://doi.org/10.1108/eb039483