ABSTRACT
There are three main sections of this chapter. The first is a historical overview of the market-where it came from, how it got its name, and the evidence of its growing importance. The second section is the story of the Hispanic market based on the interviews of six professionals who share their perspectives as those who dedicated years of their lives to its development. The final section concludes with a discussion of what the Hispanic market has achieved and its meaning for Hispanics and the United States overall, as well as implications for marketers.
