With their growing strength in numbers, Hispanics are the hottest target market in the United States, but there is a lot companies need to learn to reach the hearts and minds of this ethnic group. 
Marketing to American Latinos: A Guide to the In-Culture Approach, Part II, by M. Isabel Valdés picks up where Part I left off. Ms.Valdés uses data from the ACNielsen Hispanic Homescan Panel to analyze spending patterns of Hispanics as they move from Spanish-preferred to English-preferred in the acculturation process. The book examines Hispanic spending on many food products in detail, as well as analyzing where Hispanics spend their retail dollars. 
In addition, Ms. Valdés shares four different ways of segmenting the Hispanic market. With the benefit of Census 2000 data, the second part of this series segments the Hispanic population based on age, acculturation and language, country of origin, and by generation. She says that companies may need to use one or more of these segmentations in order to properly target the appropriate segment of the Hispanic market. 
Included in the book are many new case studies from a variety of different industries, a list of the 100 best websites for targeting Hispanics, and a formula for creating an integrated marketing communications strategy for this important market segment.

Marketing to American Latinos: A Guide to the In-Culture Approach, Part II

Business & Money

M. Isabel Valdes

Marketing & Sales

Paramount Market Pub

Marketing to American Latinos: A Guide to the In-Culture Approach

Economics

Isabel Valdes' newest take on acculturation focuses on the challenges and opportunities her powerful segmentation techniques uncover. 
One of PMP's best-selling authors, Isabel Valdes features completely new analysis of Latino segments, based on how long Latinos have lived in the U.S. culture. These new segments provide an excellent understanding not just of acculturation, but of how the length of time in country affects the way companies should position their products for Latinos. These descriptions will help you quantify and differentiate among people who are recent arrivals in the U.S., those who are third generation and beyond, and those who are second generation. In reality, a huge share of the Latino population was born in the United States and the majority of babies born today in the U.S. have Latino parents. 
Hispanic Purchasing Power The huge economic clout and buying power wielded by Hispanics today, as well as its projected growth, should entice businesses to increase their spending on Hispanic marketing and new business development. 
The Selig Center for Economic Growth at the University of Georgia estimates that U.S. Hispanic purchasing power increased dramatically during the 1990s and has continued to rise into the 21st century, from $212 billion in 1990 to $736 billion in 2005, a 347 percent increase over the 15 year period. 
Buying power is defined as the total personal (after-tax) income that consumers have to spend on goods and services, or disposable personal income. By 2010, Jeffrey Humphrey, director of the Selig Center, projects Hispanic buying power will top $1 trillion. By 2050, some estimates place the value of Hispanic consumer marketplace between $2.5 and $3.6 trillion. 
The Insights You Need With exciting new case studies and a focus on grassroots marketing and the internet, Ms. Valdes gives you the data and analysis you need to move your Latino marketing to the next level.

Hispanic Customers for Life: A Fresh Look at Acculturation

Paramount Market Publishing, Inc.

Every businessperson, from the boardroom to the mom-and-pop retailer, knows that without customer growth, there is little hope of business growth. In the United States today, the most growth is coming from customers of Hispanic origin and projections are that the trend will continue. Hispanics are younger, have more children, and are still forming new households. Corporations that right-size the growth opportunity and invest appropriately when it comes to their Hispanic customers increase their shareholder value and have continued success in the marketplace. The top experts who contributed to this book demonstrate how to do it right. WIN! the Hispanic Market: Strategies for Business Growth by M. Isabel Valdes, a pioneer in in-culture marketing and strategy, taps into the expertise of more than a dozen contributors, from Wall Street executives to advertising and retail experts. Topics include: WHY Wall Street should respond to a strong, well-thought-out Hispanic strategy; HOW to conduct research with acculturated and unacculturated Hispanic consumers so that none are left out; WHY your Hispanic initiative needs to be properly staffed by people who understand Hispanic culture; WHY you need to make a realistic assessment of your business potential with acculturated and unacculturated Hispanic customers so that your efforts are not disappointing; HOW you can marry census data with new technologies like geo-segmentation to put your efforts where they will have the best ROI; WHY and HOW to use social media, and why you may have to rethink your distribution channels if you are serious about finding your missing customers.

Win! the Hispanic Market: Strategies for Business Growth

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Books by M. Isabel Valdes