Welcome To Your Next Market

Elizabeth Bradley

This author, from Selecciones, the Spanish language Readers Digest, describes some key characteristics of the fast emerging Hispanic community in the USA.

Welcome To Your Next Market

The fast-emerging Hispanic community represents a new frontier for advertisers, from laundry detergent to cars to financial services.

Elizabeth BradleySelecciones

The 2000 Census came as a shock to many marketers who barely acknowledged, let alone courted, the Hispanic community. Suddenly, longtime strategists awoke to a new frontier on their brandscapes: brand-conscious families buying products at twice the national norm.

Recognizing that there is a large new market to tap is a first step toward fortifying a brand's future in the multicultural age ahead. For a great number of businesses, however, actually turning this population...

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