The U.S. Hispanic Market: Catching the Latin wave

Lisa Quiroz

The author, from People en Español, describes the Hispanic Opinion Tracker (HOT), a study of the Latino market.

The U.S. Hispanic Market: Catching The Latin Wave

Marketing to an important cultural and economic ethnic group

Lisa Quiroz, People En Español

THE LATIN WAVE IS HERE

Ricky Martin. Sammy Sosa. Jennifer Lopez. Without a doubt, 1999 has been the year of the Hispanic and 2000 will only be more so. The numbers are extraordinary there are 31 million Hispanics in the United States with a spending power of more than $383 billion. In fact, Hispanics are emerging as the single most important cultural and socioeconomic force since the Baby Boomers revolutionized society in post-war...

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