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The Rise of the Hispanic Market in the United States - Challenges, Dilemmas, and Opportunities for Corporate Management (Hardcover, New)
Loot Price: R5,346
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The Rise of the Hispanic Market in the United States - Challenges, Dilemmas, and Opportunities for Corporate Management (Hardcover, New)
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Not only are Hispanics the largest minority group in the United
States, but Mexico is fast becoming our major trading partner,
surpassing even Japan. In fact, the U.S. now has the fourth largest
Spanish-speaking population in the world, after Mexico, Spain, and
Argentina. How has this demographic group transformed the U.S. into
a bi-lingual nation within the span of a generation? Why do
Hispanics resist assimilation and insist on speaking Spanish in
public life? And how can businesses effectively reach the emerging
Hispanic consumer market with its estimated puchasing power of USD1
trillion by 2010? These questions constitute the single-most
important marketing challenge for corporate America in the
twenty-first century. This book examines the Hispanic worldview and
how it informs people's economic decisions, both in the United
States and across North America. It challenges the viewpoint that
American culture will soon dominate its NAFTA trading partners,
looks carefully at the market for Hispanic goods in the U.S. and
the market for our goods throughout the Spanish-speaking world, and
shows how marketeers are now reaching the Hispanic community
domestically. The information and insights found here are essential
for teachers, students, and professionals in the fields of
international finance and world trade, as well as almost all areas
of business, marketing, and strategic planning.
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