Customer Reviews

Marketing to Hispanics: A Strategic Approach to Assessing and Planning Your Initiative

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The Hispanic market is the fastest growing ethnic segment of the U.S. population. Its purchasing power is projected to enter the trillions by 2007. Many American businesses are hungry to capture a piece of this exciting, lucrative market. Multicultural strategist Terry J. Soto provides a thorough account of the strategic planning process companies need to employ to understand and attract Hispanic consumers. She cautions that your strategy for marketing to Hispanics must be in sync with your overall business objectives. Soto explains how to conduct demographic and market research, analyze the competition and deploy your internal resources to reach this market. She also tells you how to muster the reports, tables and statistics you need to persuade corporate higher-ups that it is all worthwhile - although the complete marketing re-tooling she suggests may be over the top for many companies. She also favors marketing jargon, but if that is the language you speak every day, you'll sail right along. Soto doesn't focus on the creative aspects of marketing to Hispanics, but if you want a rundown on all the technical aspects, we recommend this complete manual.

Terry's book gives great insight into the Hispanic market - it's a must read for anyone who wants to learn more about developing a plan of action on reaching this lucrative market. I recently purchased several books on this topic, and this one was the first one I read. After doing so, I felt like I didn't have to read any more. She certainly points you in the right direction, and gives you a litany of things to think about.

Ms Soto does an excellent job of integrating her obviously extensive knowlege of and experience in hispanic marketing with a vital strategic framework. This book provides both the novice and the experienced a valuable opportunity to formulate and critique their own efforts and interests. This approach allows them to proceed from a solid footing rather than merely on the basis of the latest marketing fad.