Overview

Targeting the Hispanic market needs to be a well-designed, integrated strategy that considers the company's operating context and connects with its corporate goals, explains multicultural market strategist Terry J. Soto. In Marketing to Hispanics: A Strategic Approach to Assessing and Planning Your Initiative , Soto identifies the challenges, benefits, research, strategy and implementation necessary to successfully target the diverse Hispanic market. More than just a primer on Hispanic consumers, Marketing to Hispanics outlines the marketing tools and business practices that are often overlooked when companies first approach this segment. In this book, you will learn: primary challenges businesses face to targeting this market, including failure to recognize the initiative as a corporate growth strategy rather than a tactic, lack of necessary infrastructure to approach this new market and failure to align the initiative across the organization; how to size up the opportunity and set realistic goals and objectives based on Hispanic market demographics, attitudes and values, psychographics and purchasing trends related to your company's product or service, its ability to deliver and the competitive environment; market entry strategies, including acquisition and specialized business units; how to fully prepare your company to leverage its strengths to capture opportunities for entering this new market segment; and ways to manage and control implementation, risk mitigation and measurement. You will learn from the experiences of top companies such as Walgreens, Denny's Restaurants and Wells Fargo Bank, among others, in their efforts to tap into this lucrative market. You will inevitably come away with a greater understanding of the relevance of the Hispanic market to your business and how to successfully enter and compete for this market.

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9781607149675

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Reviews

Terry Soto's book is a conscientious and strategic approach to evaluating and entering the greatest foreign market within our own borders. All the resources necessary to get started marketing to Hispanics are here in one place. Read this book with a highlighter and a notebook by your side. In every chapter you will find tools that apply to your business and that you can use to successfully serve, and sell to, the Latino market. <p> --Russell A. Bennett, Vice President, Latino Health Solutions, PacifiCare Health Systems

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