Description
Shares demographic trends and case studies
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A reference that conveys the fundamental differences that distinguish Hispanic-American consumers from mainstream American consumers, for businesspeople competing to reach the Hispanic market. It provides both qualitative and quantitative data documenting the Hispanic population in the US, and also discusses the interpretation of the data, as well as the analytical tools, strategic thinking, and planning necessary to a successful marketing or advertising campaign. Eight case studies illustrate the points presented in the text. Annotation c. by Book News, Inc., Portland, Or.
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