Marketing to American Latinos: a

With their growing strength in numbers, Hispanics are the hottest target market in the United States, but there is a lot companies need to learn to reach the hearts and minds of this ethnic group. Marketing to American Latinos: A Guide to the In-Culture Approach, Part II, by M. Isabel Valdés picks up where Part I left off. Ms.Valdés uses data from the ACNielsen Hispanic Homescan Panel to analyze spending patterns of Hispanics as they move from Spanish-preferred to English-preferred in the acculturation process. The book examines Hispanic spending on many food products in detail, as well as analyzing where Hispanics spend their retail dollars. In addition, Ms. Valdés shares four different ways of segmenting the Hispanic market. With the benefit of Census 2000 data, the second part of this series segments the Hispanic population based on age, acculturation and language, country of origin, and by generation. She says that companies may need to use one or more of these segmentations in order to properly target the appropriate segment of the Hispanic market. Included in the book are many new case studies from a variety of different industries, a list of the 100 best websites for targeting Hispanics, and a formula for creating an integrated marketing communications strategy for this important market segment.