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The Rise of the Hispanic Market in the United States: Challenges, Dilemmas, and Opportunities for Corporate Management
Contributor(s): Nevaer, Louis E. V. (Author)

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 ISBN: 0765612909     ISBN-13: 9780765612908
Publisher: Routledge
OUR PRICE: $209.00  

Binding Type: Hardcover - See All Available Formats & Editions
Published: December 2003
Qty:

Annotation: Selected Contents: Part I. The Political Economy of the "Hispanization" of the United States and North America1. The Future of Marketing and Merchandising in the United States2. Management Realities of a Fragmented "North American" Market3. Labor, Immigration and BusinessPart II. The Emergence of the Hispanic Market in North America4. Americans in Mexico: Demonstration Effects of a Flourishing Demographic5. A Vanishing Border: The Emergence of a North American Consumer Market6. Mexicans in the United States: Ethnographic Influences on Consumer Behavior
Additional Information
BISAC Categories:
- Business & Economics | Marketing - General
- Business & Economics | Consumer Behavior - General
- Business & Economics | International - General
Dewey: 658
LCCN: 2003050503
Physical Information: 0.89" H x 5.94" W x 9.24" L (1.10 lbs) 264 pages
Themes:
- Ethnic Orientation - Chicano
- Ethnic Orientation - Hispanic
Features: Bibliography, Illustrated, Index
Review Citations: Multicultural Review 09/01/2004 pg. 90
Choice 09/01/2004 pg. 151
 
Descriptions, Reviews, Etc.
Publisher Description:
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.
 
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