ABSTRACT
In this chapter, the author presents the concept that every company and marketer is already involved in marketing to the Hispanic segment, even those who are not consciously investing directly in Hispanic marketing.
The idea is that since most companies are engaged in doing business in markets like California, Texas, and Florida, marketers are already interacting with markets with a significant influence from the Hispanic segment and may not be fully capturing their fair share because they are not engaging these markets with the right tools.
The chapter ends with a case study from the Desert Botanical Garden that demonstrates that even brands with low budgets can effectively engage with the Hispanic consumer segment.
