ABSTRACT
The U.S. Hispanic segment represents the most prominent demographic growth in the country, and a huge and untapped business opportunity for companies willing to move away from preconceived notions and market effectively to Hispanic customers. This book shows you how.
Now more than ever, corporations operating in the US should see the Hispanic population at the core of their existing and future strategies, but many leaders believe Hispanic marketing is the same marketing you run for Anglos but translated into Spanish, or that all Hispanics are undocumented immigrants with no purchasing power, or that using Mariachis in their communications is the way to connect with this diverse segment. It’s time for a modern approach, and in this book, Isaac Mizrahi, one of the country’s leading voices in multicultural marketing, uses his unique experience as a corporate executive, agency CEO, and industry leader to help businesses grow by leveraging the booming Hispanic consumer segment to drive sales.
Filled with straightforward talk, illustrative case studies, and pragmatic suggestions and recommendations, this book counterbalances academic books on the topic with little connection to day-to-day reality and other books with a more political standpoint. This is a business book created by a marketer for other marketers and business leaders looking to succeed in the U.S.
TABLE OF CONTENTS
part I|40 pages
Fundamentals of the Hispanic Market
part II|31 pages
Myths and Barriers
chapter Chapter 13|6 pages
If You Want Your Hispanic Marketing to Fly High, Upgrade to Business Class
part III|47 pages
The Minority-Majority Shift—The Impact on Business
chapter Chapter 21|3 pages
Multicultural Consumers Faced Distinct Challenges during the COVID-19 Crisis
part IV|57 pages
The Right Approach to Your Hispanic Business Opportunity
chapter Chapter 29|3 pages
Multicultural Marketing Investments Deserve a New Resource Allocation Methodology
chapter Chapter 32|4 pages
Multicultural Consumers and Millennials Are Ready to Fuel the Next Cycle of Brand Growth
chapter Chapter 37|2 pages
When It Comes to Multicultural Marketing, Effectiveness Eats Efficiency for Breakfast
part V|35 pages
Additional Considerations