How to Win the Hispanic Gold Rush: Critical Cultural, Demographic, Marketing, and Motivational Factors,9780595287291

How to Win the Hispanic Gold Rush: Critical Cultural, Demographic, Marketing, and Motivational Factors

by
ISBN13: 9780595287291
ISBN10: 0595287298
Format: Paperback
Pub. Date: 2003-10-30
Publisher(s): Iuniverse Inc
List Price: $12.95

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Table of Contents

Introduction xi
Reasons for Limited Marketing Success
1(4)
``The Hispanic Gold Rush™''
5(24)
The Largest Ethnic Group
8(1)
Geographic Concentrations
9(6)
The Youngest Population
15(2)
Source for Financial Growth
17(3)
Hispanic Buying Power
20(9)
Common Barriers to Success
29(18)
Assimilation and Acculturation
30(1)
Language Preferences and Cultural Appeal
31(10)
The Problems With Stereotyping
41(6)
Key Hispanic Traits
47(14)
The Role of Religion
48(1)
The Importance of Children
49(2)
The Family Hierarchy
51(3)
Hispanic Group Orientation
54(2)
Some Hispanics Do Not Follow Rules, Instructions or Deadlines
56(5)
Hispanic Relationship Management
61(8)
Hierarchical and Indirect
62(2)
Oriented in the Present
64(1)
Loyal to Quality, Not Price
65(4)
Culturally Attuned Organizations
69(14)
Culturally Relevant Products and Services
70(3)
High Customer Service in Spanish From End-to-End
73(2)
Implementation of an Integrated, Year-Round Marketing and Outreach Campaign
75(2)
Responsible Corporate Citizens and Community Supporters
77(6)
The Bottom Line
83(2)
Where Do We Go From Here?
84(1)
About the Authors 85(2)
Endnotes 87

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