The Rise of the Hispanic Market in the United States: Challenges, Dilemmas, and Opportunities for Corporate Management: Challenges, Dilemmas, and Opportunities for Corporate Management

1st Edition

Louis E. V. Nevaer

Routledge
Published March 31, 2004
Reference - 264 Pages
ISBN 9780765612915 - CAT# Y184859

For Instructors Request Inspection Copy

was $67.95

USD$54.36

SAVE ~$13.59

Add to Wish List
FREE Standard Shipping!

Summary

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.

Instructors

We provide complimentary e-inspection copies of primary textbooks to instructors considering our books for course adoption.

Request an
e-inspection copy

Share this Title