To read the full version of this content please select one of the options below:

Marketing to the Hispanic‐American Community

Stuart Livingston (Vice‐president/broadcast operations for Galavision in Los Angeles)

Journal of Business Strategy

ISSN: 0275-6668

Article publication date: 1 February 1992


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.


Livingston, S. (1992), "Marketing to the Hispanic‐American Community", Journal of Business Strategy, Vol. 13 No. 2, pp. 54-57.




Copyright © 1992, MCB UP Limited