ABSTRACT
Writing at the end of 2010 the authors contemplate a challenging opportunity for marketers in the several decades to come. The strong, undeniable Hispanic presence in the US should not be perceived as a burden, but as a contributing element to our country’s continuing path to innovation and leadership. It will be the fortunate historical development of this young and vibrant cultural group that will inject new vigor into the country. Indeed, the US would be weaker without the energy and entrepreneurship of its stock of Latino immigrants.
