Marketing to Hispanics
A Strategic Approach to Assessing and Planning your InitiativeBook - 2006
InMarketing to Hispanics: A Strategic Approach to Assessing and Planning Your Initiative, Soto identifies the challenges, benefits, research, strategy and implementation necessary to successfully target the diverse Hispanic market. More than just a primer on Hispanic consumers,Marketing to Hispanicsoutlines the marketing tools and business practices that are often overlooked when companies first approach this segment. In this book, you will learn:Primary challenges businesses face to targeting this market, including failure to recognize the initiative as a corporate growth strategy rather than a tactic, lack of necessary infrastructure to approach this new market and failure to align the initiative across the organization How to size up the opportunity and set realistic goals and objectives based on Hispanic market demographics, attitudes and values, psychographics and purchasing trends related to your company's product or service, its ability to deliver and the competitive environmentMarket entry strategies, including acquisition and specialized business unitsHow to fully prepare your company to leverage its strengths to capture opportunities for entering this new market segmentWays to manage and control implementation, risk mitigation and measurement.You will learn from the experiences of top companies such as Walgreens, Denny's Restaurants and Wells Fargo Bank, among others, in their efforts to tap into this lucrative market. You will inevitably come away with a greater understanding of the relevance of the Hispanic market to your business and how to successfully enter and compete for this market.
Publisher: Chicago : Kaplan Pub., c2006.
Branch Call Number: 658.80089
Characteristics: xii, 259 p. : ill. ; 24 cm.