Direct Marketing: A Comparison of Hispanic and NonHispanic Perspectives
Pradeep Korgaonkar Florida Atlantic UniversityEric Karson Saint Joseph's University, PhiladelphiaDaulatram Lund University of Nevada
INTRODUCTION
In recent years, there has been a growing interest in the study of Hispanic consumers both in the academic and business worlds. The dramatic increase in the Hispanic population living in the USA has prompted marketers to pay special attention to this distinct ethnic segment. Today, the Hispanic market numbers about 25 million people with around $150 billion in spending power (Valdes and Sadane, 1995). Moreover, the Hispanic population is growing...