ABSTRACT
This chapter covers one of the most frequent questions the author hears when discussing Hispanic marketing, whether a marketing strategy targeting Latin Americans may also work for U.S. Hispanics.
The author discusses the reasons why this is not the case, including socioeconomical reasons and also other aspects like distribution or competitive elements, and also brings the opinion of some of the industry’s leaders like Mike Rocca from Omnicom Media Group, Victor Paredes from Collage Group, and Marialejandra Urbina from Dieste.
