Hispanic Marketing Resources
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This page contains resources for marketing to Hispanics.
E-books
Latinos, Inc. : The Marketing and Making of a People
- E-book available via ebrary (plugin may be required to view)
- "This book examines the Hispanic marketing industry and its role in the making and marketing of contemporary definitions of Latinidad. I explore Hispanic marketing as a self-identified arena of Latino self-representation
which, dominated by corporate intellectuals of Latin American background in the United States and directly tied to the structures of the U. S. economy, serves as a fruitful entry point into an analysis ofthe complex interests that are currently involved in the public representation of this emerging identity." (author's introduction)
Marketing to Hispanics : A Strategic Approach to Assessing and Planning Your Initiative
- E-book available via ebrary (plugin may be required to view)
- "The intention of this book is to aid you in applying a proven and effective process for assessing the Hispanic market as a viable growth opportunity and for developing a Hispanic market strategy for your company founded on: (1) assessing the macro environment, industry trends, the competition, and the consumer; and (2) assessing your own company’s alignment with the Hispanic market and its current readiness so your organization can leverage internal strengths to capitalize on the environmental market opportunities, and do so by addressing identified weaknesses and by being conscious of and averting environmental threats." (author's introduction)
Databases
The Conference Board Consumer Research Center has a report titled The Hispanic Market in 2010. You will find the report by clicking on the "Surveys" link on the left side of the page.
World Advertising Research Center has some great information and case studies on Hispanic Marketing. For best results, use the Advanced Search function in the database and search for Hispanic* in the Titles Only field. This will narrow the results down to a manageable set.
Websites
- "Founded in 2001, the Pew Hispanic Center is a nonpartisan research organization supported by The Pew Charitable Trusts. Its mission is to improve understanding of the U.S. Hispanic population and to chronicle Latinos' growing impact on the entire nation. The Center does not advocate for or take positions on policy issues. It is a project of the Pew Research Center, a nonpartisan "fact tank" in Washington, DC that provides information on the issues, attitudes and trends shaping America and the world."
- Covers Hispanic demography, economics, education, identity, immigration, labor, politics, remittances, and more.
- For marketing, economic, and demographic information, take a look at the Reports by Topic section of the site.
